Trigger, a marketing communications firm in Calgary, AB, has designed and produced the Fresh-er-vention website for Orchard Park Shopping Centre in Kelowna, BC. Trigger is Orchard Park’s agency of record.

Contest entrants upload their photos and explain why they are in need of a Fresh-er-vention makeover. The entrant who receives the most votes by April 14 wins $5,000 in Orchard Park gift certificates.

The contest website is using Facebook Connect, which launched in December and allows Facebook users to quickly and easily log into the Fresh-er-vention website with their already established Facebook account.

Whenever a Facebook member logs in with their account to create an entry, make a comment or cast a vote, it shows up on their news feed and alerts their friends.

On the day of the launch, the Fresh-er-vention site received about 50 visits. After two weeks, there had been more than 20,000 unique visitors, with a vote every two minutes.

Trigger advertised the contest with a small campaign of radio, in-mall and online banner ads. But Facebook Connect has driven four times the amount of visits than all the paid media combined.

Scott King, Manager of Interactive Services at Trigger, said: “We are one of the first marketing companies to use Facebook Connect. We have been watching its development since last year, and have been waiting to use it.

“It lowers the barriers to entry, because if you’re a Facebook member you don’t have to sign up. The added benefit from a marketing perspective is it self-propagates through networks of friends. I think Facebook Connect has endless potential.”

Facebook® is a registered trademark of Facebook Inc.

As Agency of Record, Trigger will work on everything from marketing communications planning to advertising creative, media planning/purchasing and in-mall communications.

Larry Bannerman, Trigger’s president, said: “With the current multi-year expansion and new store openings, plus the upcoming 50-year anniversary celebration, these are very exciting times for Chinook Centre. Trigger is thrilled to be a partner during this amazing growth period.”

One of Trigger’s first projects will be designing hoarding within the mall, which will inform shoppers of the expansion and assist in directing customer traffic flow, as well as conceal construction work. Additionally, Trigger will develop a major communications campaign for the 2009 holiday season, when over 30 new/renovated stores will have been unveiled.

Chinook Centre, which currently has 200 stores across a million square feet, will add 60–80 new stores in its 180,000-square-foot expansion, plus 1,200 parking stalls in a heated underground parkade. The expansion project is anticipated to be completed in 2010.

In 2008, Chinook Centre had 13 million people through its doors.

Trigger has made a key promotion within its creative department and appointed two new Graphic Artists to its studio.

Todd Blevins – formerly Senior Art Director at Trigger – is promoted to Associate Creative Director. Todd is responsible for enhancing Trigger’s creative through greater collaboration between the Advertising, Design, Interactive and Studio disciplines. Todd is one of Canada’s most prolific creative talents and a recipient of many awards at Trigger. He began his career in Ottawa as a Graphic Artist and later held senior positions with firms in Calgary prior to joining Trigger in 2005. Todd’s promotion to Associate Creative Director is in recognition of the leadership that Todd brings to our creative resources and his diverse talents.

Trigger’s two new Graphic Artists are Julie Bousfield and Alexander Sakarev. Julie joins from Barclay Street Real Estate and Alexander from Merlin Edge.

Larry Bannerman, Trigger’s president, said: “In the past couple of months we’ve added some great new clients to our roster, such as Astral Media, Alberta Beverage Container Recycling Corporation and Bikini Boot Camp. We’re really excited to be working on these new assignments.”

Scott Stewart is to head up Trigger’s strategic media activities as the agency’s Director of Communications Planning.

With a decade of experience in the advertising industry in both  Canada and the U.S., clients he has worked with include H.J. Heinz of Canada, Suzuki Canada, Toronto Star, SIRIUS Satellite Radio, Hilton Hotels and Mars Canada.

A fresh-thinking media strategist, Scott is tasked with bringing Trigger clients’ brand messages to consumers in timely and relevant ways.

Larry Bannerman, Trigger’s president, said Scott is a great fit for the agency. With his experience, Scott understands how complex the communications landscape is for clients today and how consumer behaviour can be influenced by a variety of factors, such as the global economy, environment and technology.

“Trigger has already become more creative in how it reaches target audiences, and Scott will further help us connect brands with consumers using innovative tactics,” he said.

Bikini Boot Camp has recruited us for a strategic branding assignment prior to rollout of marketing communications.

The Trigger squad is pumped about being given the opportunity to raise the profile of Bikini Boot Camp, which started in 2004 with just one class of eight in Calgary. Today, it has over 70 programs, in nine cities across four provinces. More than 700 women are currently enrolled.

Bikini Boot Camp, which was founded by Calgarians Dawn Kosloski and Lindsay Nealon, caters to women of all ages and fitness levels. The workouts - often outdoors - are designed to be challenging and fun, while empowering women and boosting their confidence.

Larry Bannerman, Trigger’s President, said: “We’re really excited to be partnering with Dawn and Lindsay, and putting our strategic branding team through a challenging workout.”

Its Safari Brunch campaign – created by Trigger – took top honours for print advertisement at the awards ceremony by the International Association of Amusement Parks and Attractions. The event was staged on Tuesday at the IAAPA Attractions Expo 2008 in Orlando, Florida.

The Zoo competed against finalists Six Flags St. Louis, Calgary Stampede, Xcaret ecological park in Mexico, and Carowinds amusement park in North and South Carolina to take home the award.

The IAAPA Brass Ring Awards recognizes marketing creativity and excellence in the attractions industry. Entries are judged on a range of criteria, including concept, creative excellence and success.

This is the fourth time Trigger’s Zoo creative has won the attention of judges at the Brass Ring Awards. Last year, two trophies were received for our Giant Anteater billboard ads and Baby Giraffe billboard/print ads. In 2005, the popular No Substitute campaign received an award, while in 2003, the Destination Africa campaign was chosen.

Trigger, based in Calgary, became the Calgary Zoo’s agency of record in December 2002. In 2007, the Zoo’s visitation was 1.2 million.

This year, Strategy magazine ranked the Calgary Zoo as the most-awarded client for creative excellence in Calgary and the 12th most-awarded in Canada. The Zoo’s other 2008 wins include Marketing Awards, The Crystals, Applied Arts Design & Advertising and Ad Rodeo.

The first phases of campaigns for CJAY 92 and VIBE 98.5 are in market, while TV creative for CJAY will debut November 1 during CBC’s Hockey Night in Canada broadcast of the Calgary Flames versus LA Kings.

Trigger is tasked with finding creative ways of growing audiences for the two stations and building market share for these two established brands.

Larry Bannerman, Trigger’s President, said: “We’re very excited to be working with CJAY, which is an iconic rock station that best reflects our city, and also VIBE, which is the number-one hit music station in Calgary. We consider both stations to be best in class.”

Astral Media selected Trigger after an agency review this summer.

Tom Peacock, Vice President and General Manager of the two stations, said: “We’re looking forward to working with Trigger and benefiting from their insights and creativity. We are confident in their abilities to help us take our already successful brands to the next level.”