Edmonton is without question a place with long, cold, dark winters. Our job was to help the city’s municipal government get residents excited about living in a world-leading winter city and in order to promote the excitement and wonders of an Edmonton winter, we first had to believe. We got out and skated the Freezeway, schussed at Edmonton Ski Club, careened inside the Ice Castles and hugged mugs on winter patios. We became our own audience, and learned to love winter again. We became evangelistic promoters of Edmonton in the wintertime. And we got strategic with it.