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Disney, Calgary Stampede begin joint promotion

Walt Disney Studios Canada has begun a promotion for its upcoming film The Lone Ranger in association with the Calgary Stampede. The film will open on July 3. The Stampede will run from July 5 to 14. According to the company, this is the first time Disney has incorporated a Canadian event into its film marketing. The promotion includes media support, a contest and experiential marketing elements. The studio will use custom advertising in Calgary encouraging consumers to see the film as a way to "Kick Off Your Stampede." In addition, the Stampede will have a western-themed presence at advance screening of the film nationally. Promotional workers will distribute cowboy hats to audience members, and a commercial for the event will run before the movie. The promotion also includes a contest, the winners of which will receive trips for two to the Stampede. "The partnership between Disney's The Lone Ranger and the Calgary Stampede was perfect timing," said Deanne Carson, vice-president of marketing and external relations at the Calgary Stampede. "Aligning the Calgary Stampede brand with Disney's July release date was a great opportunity, plus the western theme of the film was a perfect fit."

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