FI is very confident in YEG as its launching 4 flights per week. That's the same as it initially launched with cities such as YYZ, DEN etc. and by stating it aims for year round service shows the confidence the airline has in Edmonton. YVR is twice weekly seasonal (with the possibility of year round), ANC is twice weekly seasonal etc.
I suspect marketing will be heavily deployed.
I also see they are hiring for a regional marketing manager in Edmonton. Maybe this person should get some banners deployed into a few Calgary malls?
On a sidenote I don't think anyone can deny the huge gap this route fills for easy connections to several of the top 5 European cities amongst others.