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Trinity Hills

Overcoming controversy with a strong brand and a solid campaign

  • Reputation
  • Media
  • Web
Trinity Hills
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The Story

Trinity Development Group purchased 260 acres of controversial land on the Paskapoo Slopes, a special area within the City of Calgary. It was a risky $40 million purchase as development applications had been turned down for this parcel throughout the City’s history. Trinity felt confident they could bring forward an exceptional proposal for an urban village on the city’s west-side while gifting two-thirds of their private land to the City. To make this happen, they needed someone to breathe life into their proposal, to tell their story with words and pictures through a variety of communications channels.

Blackcoffee took on that challenge, highlighting Trinity’s commitment to celebrating Calgary and their promise to develop a world-class place of beauty, recreation and relaxation – while being good neighbours and environmental stewards.

Trinity Hills
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  • Brand Strategy
  • Visual Design
  • Photography and Videography
  • Custom WordPress Website
  • E-Newsletter
  • Online and Print Advertising
  • Issues Management
  • Media Relations & Media Training
  • Social Media

The Challenge

Paskapoo slopes are much-loved in Calgary. For more than 20 years, developers have been turned down for bringing the wrong proposal to the table. So before Trinity could position their case, critics had mobilized and spread misinformation about their organization and their proposal. Facebook, Twitter, lawn signs and outdoor banners popped up along with misleading and inaccurate stories about the plans for the area.

Trinity Hills
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Our Approach

We stayed ahead of the opposition, including a 10,000 signature online campaign, by creating a strong brand and executing a flawless strategy that focused on endless open, direct communication with stakeholders and local media. Through an online campaign, strong website, more than 50 stakeholder meetings and 10 open houses, posters, handouts and newspaper advertising, we ensured Calgarians and decision makers were fully informed about Trinity’s real plans for the area, including a responsible dedication of 160 acres of land for a public park.

Trinity Hills
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Local newspapers and radio endorsed the project that eventually received 12-3 approval from City Council.