Walt Disney Studios Canada has teamed up with the Calgary Stampede to help promote the upcoming release of the Lone Ranger, a reimagining of the classic western series.

The partnership will include full media support, contesting and experiential activations. Disney will incorporate the Stampede into its media campaign in Calgary, with OOH posters that feature the tagline “Kick off the Calgary Stampede,” and commercials for the Stampede playing before screenings of the film. Disney will also bring Silver, the Lone Ranger’s iconic steed, to the Stampede to meet festival-goers.

In return, the Stampede has provided grand prize packages for two, including accommodations, tickets to the festival and access to exclusive behind-the-scenes experiences, which can be won through contests being put on by Empire Theatres, Postmedia and Goodlife Fitness. It will also have volunteers and “Stampede Royalty” at screenings of the film to provide cowboy hats to moviegoers.

Greg Mason, VP of marketing, Walt Disney Studios Canada, tells MiC that despite Disney’s long-standing relationship with the festival (Walt Disney himself was a parade marshal in 1965), this is the first time the film studio has incorporated a Canadian event into a campaign for a film.

The Lone Ranger opens in theatres July 3, and the Calgary Stampede runs from July 5 to 14.