Calgary Polo Style
The Calgary Polo Club was formed in 1890 and is generally acknowledged to be the oldest club in North America with consecutive years of play. But the club, and the dynamic sport of polo itself, remained little-known to most Calgarians. The club wanted to raise awareness of both the game and the expansive facility where it’s played all summer long just south of the city. Club executives began talks with RedPoint, looking to see what ideas we had to help them achieve their goals.
RedPoint’s Marketing Solutions division worked with the Calgary Polo Club to create a partnership that would culminate in a new custom magazine, Calgary Polo Style. The magazine would be aimed at the very highest end of the market, with editorial content built around the rugged luxury of the polo lifestyle and the speed, skill and unique human-horse teamwork of polo itself. Our editorial team got deep inside the game, learning the nuances of its history, rules, player ratings and handicaps, strategy, attitude and personality. Our designers and art directors envisioned and executed fashion spreads, personality profiles and a polo history timeline along with features on luxury homes, travel and aspirational products.
High-end production values were maintained through every aspect of the project, from typography and photos to paper stock and binding. Meanwhile RedPoint’s sales team quickly zeroed in on the advertiser group that fit the magazine’s target readership and overall feel. Thanks to their work, the magazine contains a range of well-designed advertising that enhances its overall look and feel.