Case Study: CTC Dragon Food Tour
Client: Chinatown Transformation Collaborative Society of Edmonton (CTC YEG)
Agency: Churchill Strategy
Timeline: June 2024 – September 2025
Services: Strategic Branding, Campaign Development, Creative Production, Event Marketing, Digital Engagement
Background
Edmonton’s Chinatown, rich in cultural heritage, faced challenges post-pandemic, including a significant decline in foot traffic and public perception issues. The Chinatown Transformation Collaborative (CTC) sought an innovative solution to revitalize the area, promote local businesses, and reintroduce Chinatown as a vibrant culinary and cultural destination.
Objective
Design and implement a tourism experience that:
Attracts local and national visitors to Edmonton’s Chinatown
Supports and highlights local businesses
Repositions Chinatown as a must-visit culinary and cultural destination
Lays the foundation for future destination development initiatives
The Solution: The Dragon Food Tour
Churchill Strategy developed a three-part culinary experience:
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A dessert-focused tour featuring bubble teas, bakeries, and handmade treats.
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An exploration of Chinatown’s savoury offerings—BBQ, pho, dumplings, and family-run restaurants.
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A condensed weekday tour offering a sample of both sweet and savoury bites, ideal for downtown workers and families.
Tours were priced at $10 per participant, with scheduled timings, digital booking, and a branded, street-level presence.
Execution
Branding & Identity
Custom logos and themes for each tour
Merchandise, signage, and maps featuring Chinatown iconography and modern dragon motifs
Digital Campaign
Short-form video series: “Ethan’s Dragon Food Quest” featuring an 11-year-old adventurer exploring Chinatown
Engaging content hooks like “Warning: May Cause Dragon-Sized Cravings”
Active presence on Instagram, Facebook, TikTok, and YouTube Shorts
Media Outreach
Earned media strategy complemented by influencer previews
Media kits and on-site coverage coordinated with local press
Media Coverage
The Dragon Food Tour garnered significant media attention:
Boyle McCauley News: Highlighted the tour's nomination for the 2025 Edmonton Tourism Awards and its role in community revitalization.
Edmonton Arts Council: Promoted the tour as a cultural and culinary journey through Chinatown.
Instagram (@changechinatown): Featured reels and behind-the-scenes content showcasing the tour's experiences.
Facebook (@changechinatown): Announced the tour's nomination for the Edmonton Tourism Awards.
