ENMAX HAS THE POWER TO DO ANYTHING
By Adnews Staff
Calgary-based electrical company ENMAX Corporation is launching a new brand identity as the electric industry moves towards a deregulated environment in Alberta beginning January 1, 2001. Janet Gilmore, director of marketing and communications said "ENMAX has been serving Calgary for more than 90 years, but we've outgrown our brand as 'Calgary's Electrical Utility." She added, the company is growing and will compete in the energy industry on many levels and perhaps broaden geographically. A new campaign from Highwood Communications Ltd. of Calgary, will be supporting the brand. Television, print and outdoors advertising will be positioning ENMAX as a major player in the deregulated market. The tagline "The power to do anything" will be used throughout the campaign. Gilmore said the first phase of the campaign will run from March through May. The second phase is scheduled to begin in September. An eight-week government awareness campaign directed towards Alberta residents will launch in May. Residents will be told in June who the new electric retailers will be and by October 31 will have had to chose an electricity supplier. ENMAX Corporation is a wholly owned subsidiary of The City of Calgary and provides electricity to residential, commercial and industrial customers in Calgary and the surrounding areas.