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CASE STUDIES

Edmonton Football Team – Cosmos Scores a Touchdown

As proud members of Canada’s “City of Champions”, the Edmonton Football team hold themselves to a Champions standard both on and off the field. With the team being perennial contenders on the field, attending an Edmonton Football game is a must see experience when in the city between June – November.

However, despite posting consistently strong results on the field, and averaging the largest home crowds in the Canadian Football League (CFL), the Edmonton Football team still had another level to achieve. This was in large part due to the capacity of their home venue, The Brick Field at Commonwealth Stadium.

Coming off a year in which they hosted the Grey Cup, the team was looking for ways to combat the “Grey Cup Hangover”. Team executives wanted to continue to grow their ticket base, while doubling down on providing quality service to all their fans. This is where they turned to Cosmos.

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Gay Lea – Sponsoring Local Community Rinks

Founded in 1958 by a group of farmers with a common vision, Gay Lea is now a leading Canadian co-operative with members on roughly 1,400 dairy farms across Ontario and Manitoba, and over 4,200 producers and investor shareholders. Gay Lea takes pride in their work, constantly upholding their co-operative inspired values of commitment, passion, and collaboration, understanding that there are no shortcuts to success.
The challenge for Cosmos was two-fold. First, Cosmos had to find rinks across Ontario that would be willing to participate in the renaming and rebranding of one of their rinks for Gay Lea. Secondly, Cosmos had to ensure that these rinks were spread out enough to ensure Gay Lea received maximum reach.
Cosmos got to work quickly working on and negotiating rink partnership deals with four cities across Ontario; Kitchener, Burlington, Sudbury, and Brampton. Having the rinks spread out in four different cities across the province provided the maximum amount of exposure and reach for Gay Lea.

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GPF & Beast – The Pawfect Partnership

Founded in 1976, Global Pet Foods has been proving pet parents with holistic food, expertise and more for over four decades. As the largest Canadian-owned pet speciality retailer with stores coast to coast, Global Pet Foods believes that caring for pets not only includes proper nutrition, but also care, play and love.
Since 2013, the Brampton Beast have provided families in Peel Region and across the GTA with entertainment and memories to last a lifetime. As the ninth-largest populated city in Canada, Brampton and The Beast provided the perfect market for Global Pet Foods to engage with.

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GT20 – Cricket Comes to Canada

Global T20 Canada (GT20) is an annual international cricket tournament, established in 2018, and the only one of its kind in North America.The sport of Cricket itself is the 2nd largest sport in the world (behind soccer) with 1.0 Billion fans & over 300 Million participants.

Not unlike most start up sports ventures, revenue generation was a core challenge. The global television rights were being well represented, but the mainstay sources of revenue (including ticket sales and sponsorships) weren’t receiving the year round attention needed to maximize their potential and the Cosmos team came in to help with all of it.

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HPO – The Perfect Duet

Founded in 1884 under the name The Hamilton Orchestral Society, The Hamilton Philharmonic Orchestra (HPO) as it’s known today has grown to become one of Canada’s major professional orchestras.

Each season, which runs from September through May, is made up of shows which can be broadly categorized as “Classical” or “Pops”. This allows the HPO to appeal to fans of the classical art form, while simultaneously attracting new fans with a modern/contemporary twist.

Facing similar challenges as many ticket selling entertainment properties, HPO sought the services of Cosmos to place further emphasis on Customer service, retention and fan reacquisition.

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Northlands – A K-Days to Remember

The exciting Summer Celebration formerly known as Klondike Days, first came to the city of Edmonton in 1879 and since then it has become one of Canada’s premier festivals. Despite years of success, the costs associated with putting on a festival of that magnitude continued to rise each year, thus putting more pressure on group sales efforts.
Understanding that while the passive system does yield results, Cosmos implemented a more aggressive outward sales approach. Cosmos began the sales cycle two months earlier than it began before and this not only provided the opportunity for more sales, but the average sale was higher as well.

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