Case studies · Edmonton event production and campaigns
Results you can count.
Ten case studies from Churchill Strategy’s event production and campaign work in Edmonton, Saskatchewan and across Canada. Each one names the client, what we did before the doors opened and the number at the end.
01 · Event
DeliveredRunning an international conference end to end
Chinatown Transformation Collaborative (CTC) and the University of Alberta · Edmonton, September 26–30, 2026
- Attendees
- 350+
- Speakers
- 70+
- Universities
- 18
- Partners
- 53
- Challenge
- Host an international conference on the future of Chinatowns across two Edmonton venues, with researchers from 18 universities in nine countries.
- We did
- We ran it end to end: venues, AV, catering and speaker logistics; the PheedLoop event website; the program, signage and badges; social media; and the wrap-up news release. We co-led the sponsor and partner outreach with CTC.
- Result
- Five days, two venues, 350+ attendees, 70+ speakers, including a UNESCO representative from Paris, 22 research presentations, 18 universities from nine countries, and 53 hosts, sponsors and partners.
02 · Political event
Fifth majorityEvery announcement, Saskatchewan 2024
Saskatchewan Party · 2024 Saskatchewan general election
- Seats won
- 34 of 61
- Consecutive majority
- 5th
- Challenge
- In a provincial campaign, every announcement is live on the evening news. Each one had to look right, start on time and carry the day’s message.
- We did
- Winston was Digital Strategist for every campaign announcement and the Saskatoon rally with Leader Scott Moe, and worked in the war room.
- Result
- A fifth consecutive majority, 34 of 61 seats.
03 · Political event
In personMedia team, CPC National Policy Convention 2023
Conservative Party of Canada · 2023
- Delegates
- 2,500+
- Role
- Media team, hired as a contractor
- What it took
- We supported the party’s media operation at a national convention, with 2,500+ delegates and media on site.
04 · Event
Free admissionBringing the Americas to Edmonton
National Lion Dance Sports Championship (2025, 2026) and Pan American Lion Dance Championship (2026)
- Festival visitors, our count
- 8,500+
- Days
- 3
- Teams
- 30
- Countries
- 5
- Challenge
- Stage an international sports championship for a traditional art form, with teams travelling from five countries over three days and a crowd to fill.
- We did
- We managed the event from venue to run of show, marketed it to fill the grounds, secured and managed sponsors, and worked with government and community partners. Led by Winston Pon, a Pan American Dragon and Lion Dance Judge for Canada, certified by the Canada Dragon and Lion Dance Sports Association.
- Result
- At the 2026 Dragon Festival, 8,500+ visitors came over three days (our count) and 30 teams from Canada, the USA, Panama, Trinidad and Tobago, and Mexico competed. By our estimate, visitors spent over $80,000 on flights and $45,000 on hotels and Airbnb stays.
In the news
8 stories on the championships and the Edmonton Dragon Festival. Headlines and photos are the outlets’ own; each card opens the original story.
2026 · Pan American Championship and Dragon Festival
Lion dancing enters the realm of competitive sport
Chinatown a lion's den for dancing this weekend as Pan-American competition begins
Lions, dragons and dancers, oh my! Chinatown festival celebrates community and competition
International lion dance competition coming to Edmonton's Chinatown
Edmonton Hosts Pan American Lion Dance Championship
This Edmonton festival offers three days of lion dances, Asian cuisine, and local vendors
2025 · National Championship debut
‘Spectacular, death-defying’: Lion Dance championship makes debut in Edmonton
This Edmonton festival celebrates Asian heritage with 10 days of festivities
Latest coverage updated automatically
05 · Event
Award winnerThe food tour that won CTC a tourism award
Chinatown Transformation Collaborative (CTC), Edmonton
- Edmonton Tourism Award
- 2026
- Challenge
- Give people a reason to come to Edmonton’s Chinatown, spend money with its restaurants and shops, and come back.
- We did
- We curated the Dragon Food Tour series, a guided walk through Chinatown’s food and culture.
- Result
- The series won CTC the culinary tourism award at the 2026 Edmonton Tourism Awards on June 5, 2026.
In the news
15 stories, recommendations and listings that feature the Dragon Food Tour. Headlines and photos are the outlets’ own; each card opens the original story.
The award · Edmonton Tourism Awards 2026
- Business Roundup - June 12, 2026Names the Dragon Food Tour among the 12 Edmonton Tourism Award honourees.
- Food Roundup - June 9, 2026Reports the series won the Culinary Tourism Award on June 5.
- Food Roundup - April 14, 2026Names Dragon Food Tours a Culinary Tourism Award finalist.
Recommended by
- Food Roundup - Aug. 18, 2026Recommends the Dragon Food Tours among summer food tours.
Cheap eats to fuel your summer in EdmontonPicks the Dragon Food Tours for eating well on a budget.
Things to Do to Celebrate 2026 Father’s Day in EdmontonSuggests the Dragon Food Tour for Father’s Day.
Things to do in Edmonton Labour Day long weekendIncludes the Dragon Food Tour in its long-weekend picks.
Savour the city: Edmonton food tours you need to tryFeatures the Chinatown Dragon Food Tours among Edmonton food tours to try.
Latest coverage updated automatically
Event listings · 7
- Food Roundup - Aug. 11, 2026Lists Dragon Food Tour dates.
Heritage Day – 2026 August Long Weekend Activities & Festivals in EdmontonLists Dragon Food Tour dates.
Things to Do in Edmonton in AugustLists Dragon Food Tour dates.- Food Roundup - May 26, 2026Lists Dragon Food Tour dates.
- Food Roundup - May 12, 2026Lists Dragon Food Tour dates.
Victoria Day/ May Long Weekend Activities in Edmonton – 2026Lists Dragon Food Tour dates.
Things to Do in Edmonton in MayLists Dragon Food Tour dates.
06 · Event and digital
DoubledMore than doubling engagement for CTC Edmonton
CTC Edmonton (nonprofit) · January–August 2024
- Engagement
- 2×+
- Volunteer sign-ups
- 2×+
- Challenge
- A nonprofit that needed more people online, more volunteers signing up, and a bigger turnout for its events.
- We did
- We refreshed the website, ran social media marketing, and planned the events.
- Result
- Online engagement and volunteer sign-ups more than doubled, and event attendance beat expectations, according to the client’s verified Clutch review.
“I was impressed with their promptness and creativity in handling our needs.”
07 · Community event
About 200 cameA community town hall on safety in Chinatown
Edmonton Chinatown Safety Council · Community Town Hall · Edmonton, October 8, 2026
- People in the room
- About 200
- Briefings built
- 2
- Challenge
- Give Chinatown residents, business owners and community groups one evening to hear the facts on safety in the neighbourhood and speak, in a room where every speaker could be heard.
- We did
- We ran the audio and tech on the night, from 5:30 to 9 p.m. Before it, we built two briefings: one for Chinatown’s convenience stores and pharmacies, and a map of the social agencies that serve the area with a gap analysis. We also resized the town hall ad for a half page in the Edmonton Chinese Journal.
- Result
- About 200 people came, as reported live from the room by Edmonton Journal columnist Keith Gerein.
In the news
43 stories on the town hall and the issue it was called on. Headlines and photos are the outlets’ own; each card opens the original story. Stories whose photos show the drop-offs carry one of our own illustrations instead.
The town hall · October 8 and 9
- Chinatown feels snubbed by province, feds over detainee drop-off issue
- Chinatown community wants provincial updates on solutions to drop-offs in Edmonton's inner city
Community leaders want more communication from province on issue of detainee drop-offs in Edmonton's Chinatown
Hundreds attend Chinatown meeting in Edmonton about social disorder
A warm handoff: Edmonton Chinatown hunts for solutions after prisoner drop-offs, disorder
A warm handoff: Edmonton Chinatown seeks solutions after prisoner drop-offs, disorder
Latest coverage updated automatically
Earlier coverage · September 9 to October 7 · 37 stories
- 'Not the desirable outcome': Edmonton police chief responds to new video of detainee drop-off in Chinatown
- Edmonton Chinatown Detainee Drop-Offs Were "Human Error," Alberta Minister Says. The City Says It Keeps Happening.
- Alberta minister says 'human error' saw detainees dropped off in Edmonton streets
Alberta public safety minister says inmate releases to city streets aren't a common occurrence- 'Human error' saw detainees dropped off in Edmonton streets: Alberta safety minister
- Alberta minister says 'human error' saw detainees dropped off in Edmonton streets
- 'It was human error': Public safety minister outraged over Chinatown inmate drop-offs
Alberta public safety minister says former inmates dropped in Edmonton's Chinatown was 'human error'
Alberta minister says 'human error' saw detainees dropped off in Edmonton streets- Alberta minister says 'human error' saw detainees dropped off in Edmonton streets
- Recovery group working to provide supports for inmates released from custody
- Former inmate, addict offers solutions for Edmonton's prisoner drop-off issue
Knack talks snow clearing, Chinatown drop-offs, predecessor criticism- Edmonton Police Chief calls for better handoff in Chinatown with detainee drop offs
- 愛民頓華埠淪為「釋囚棄置場」 警察局長承認交接存在問題
Edmonton police chief responds to Chinatown detainee drop-offs, calls for changes
Edmonton Police Chief calls for better handoff in Chinatown with detainee drop offs
Knack talks snow clearing, Chinatown drop-offs, predecessor criticism- Calls for changes over Chinatown inmate dropoffs in Edmonton
- Calls for support for recently released inmates grow / CTV News Edmonton at Five, Sept. 15
- More calls for support for newly released inmates
- Detainee releases raise concerns over Chinatown being used as a 'dumping ground'
Edmonton mayor calls for province to address release protocols after detainees dropped off in Chinatown- New video of detainees released in Edmonton's Chinatown renews calls for action
City calls on province for funding, more services to address Chinatown prisoner drop-offs- 'A dumping ground': Concerns raised after former inmates released in Edmonton's Chinatown
- 'Sounding the alarm': Edmonton mayor, councillor calling for provincial plan after video surfaces showing inmates dropped off in Chinatown
- Global News Hour at 6 Edmonton: Sept. 14
- New video of detainees released in Edmonton's Chinatown renews calls for action
- Community members sounding safety alarm after former detainees released in Edmonton’s Chinatown
- Videos show inmates being dropped off in Edmonton / CTV News Edmonton at Five, Sept. 14
- Videos of inmates being dropped off in Edmonton lead to calls for more support
Videos show inmates being dropped off on Edmonton streets, mayor calls for more support- Headlines: Sept. 10, 2026
- Release of detainee into Chinatown parking lot prompts anger, calls for reform in Edmonton
- Controverse après une remise en liberté sur un terrain privé à Edmonton
- Alarm in Edmonton after Alberta corrections van drops man in Chinatown
08 · Campaign
Seat flippedFlipping Edmonton Griesbach
Kerry Diotte, Conservative candidate · 2025 federal election
- Margin
- 5,539
- Vote share
- 45.5%
- Votes
- 22,256
- Challenge
- Edmonton Griesbach had been held by the NDP since 2021. Winning it back meant persuading swing voters and turning out the base.
- We did
- We led the campaign strategy and messaging, built the brand and digital campaign, produced and managed signs and print, and ran the war room and get-out-the-vote operation.
- Result
- Diotte won with 22,256 votes (45.5%) against 34.1% for the incumbent, a 5,539-vote margin and a Conservative gain.
In the news
10 stories on the Edmonton Griesbach race and the win. Headlines and photos are the outlets’ own; each card opens the original story.
Election night and after · April 28 to 30, 2025
- Recap: Liberals hold Edmonton Centre, Conservatives pick up Griesbach, rural sweep for Tories
- Election 2025: Edmonton Griesbach returns to Conservative fold as Kerry Diotte beats Blake Desjarlais
Kerry Diotte speaks after election win
Diotte unseats incumbent in Edmonton Griesbach
Alberta's blue wave has Conservatives projected to win nearly every seat in Edmonton
Conservatives dominate Alberta in federal election, few wins for Liberals and NDP
Edmonton voters wanted change, action on affordability, Conservative candidates say
Canada election 2025 results: Edmonton Griesbach
The campaign
- Edmonton Griesbach: much-anticipated Desjarlais-Diotte rematch a bellwether for NDP's 'blue to orange' hopes
- In Edmonton Griesbach, the NDP incumbent hopes to hold on
Latest coverage updated automatically
09 · Campaign
Recount winWinning sipiwiyiniwak on a recount
Thu Parmar, City Council candidate, Ward sipiwiyiniwak · 2025 Edmonton municipal election
- Vote share
- 30%
- Behind on first count
- 6 votes
- Challenge
- A crowded ward race. The first count on election night showed Parmar six votes behind.
- We did
- We led the strategy and messaging, built the brand and digital campaign, managed signs and print, and ran the war room and voter contact through election day and the recount.
- Result
- After the recount, Parmar won the ward with 30% of the vote.
- More campaigns
- Dr. Raj Sherman’s winning 2023 United Conservative Party nomination for Edmonton-Whitemud. Campaign director for Rahim Jaffer’s “For All of Edmonton” mayoral campaign, 2025.
In the news
11 stories on the recount and the win. Headlines and photos are the outlets’ own; each card opens the original story.
The recount · October 20 to 25, 2025
- Edmonton Election 2025: Recount in Ward sipiwiyiniwak | Edmonton Elections finds unconfirmed ballots
- 'Going into overtime': Parmar wins after Edmonton Elections calls recount in Ward sipiwiyiniwak
Ward sipiwiyiniwak race flips following Edmonton Elections recount
Ward councillor race flips after Edmonton Elections recount
Edmonton election recount leads to dramatic winner change in sipiwiyiniwak
Thu Parmar wins in Ward sipiwiyiniwak after recount caused by ‘human error’: Edmonton Elections
Thu Parmar wins in Ward sipiwiyiniwak
City counting municipal election ballots apparently missed in 3 wards
From 6 to 600 ballots: What went wrong with the count in sipiwiyiniwak?
Meet the 4 rookies joining Edmonton city council as final vote numbers released
After the win
Latest coverage updated automatically
10 · Campaign
Earned mediaDirecting a mayoral campaign
Rahim Jaffer, “For All of Edmonton” · 2025 Edmonton mayoral election
- Stories in the news, our count
- 15
- Candidates in the race
- 13
- Weeks, launch to vote
- 17
- Role
- Campaign director
- Challenge
- A crowded race for mayor, with 13 candidates on the ballot.
- We did
- We directed the campaign from its launch on June 25, 2025, to election day on October 20. Its platform drew coverage on free evening and weekend parking downtown, policing and crime, bike lanes, bail reform and city spending.
- Result
- Jaffer finished fifth of 13 with 8,980 votes (4.34%), according to the City of Edmonton’s official results. The campaign earned 15 stories across CBC, CTV, Global, CityNews, the Edmonton Journal, the National Post, Juno News and Edify Edmonton (our count).
In the news
15 stories from launch to the final weeks of the campaign. Headlines and photos are the outlets’ own; each card opens the original story.
The launch · June 2025
Former conservative MP Rahim Jaffer running for mayor, after years out of the public eye
Former Edmonton MP Jaffer running for mayor in fall’s election- Former MP Rahim Jaffer returns to politics with bid to be Edmonton's mayor
Former Edmonton MP Rahim Jaffer enters race for Mayor
Jaffer attempts political comeback, launches mayoral campaign
Platform and debates · July to September
Free parking plan aims to revive Edmonton’s core
Jaffer vows to axe bike lanes if elected mayor
‘Something has to change’: Edmonton mayoral candidate Jaffer promises to increase policing, reduce crime
Jaffer, Mohammad and Caterina make their pitch for Edmonton mayor as race heats up- Five frontrunners — Cartmell, Jaffer, Knack, Mohammad, Walters — get spots in Edmonton Chamber's mayoral debate
- 'Been on both sides': Edmonton mayoral hopeful Jaffer wants cities to press Ottawa on bail reform
- Rahim Jaffer: Ready to reign in spending and protect core services
The final weeks · October
Before Churchill · Staff experience
Government and party experience
Winston Pon’s record as a staffer, before founding Churchill Strategy. Not Churchill client work.
- Director of Digital for Premier Jason Kenney
- As UCP staff: the 2019 election war room (63 of 87 seats, 54.9%, defeating the incumbent government) and the visual and operations team for two in-person AGMs of 1,600 delegates each (2019, 2021)
- As a Government of Alberta staffer: advance work on four international missions (2019–2022): Korea, Washington DC twice, and the USA and Maritime Canada
Want your event in the next case study?
Tell us the date and the rough size. On a 20-minute call we’ll show you how we’d run it and what it would cost.
Proposal in 2 business days.