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35 Million Directors Invite The World To Canada

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Created by Canadians, new travel video shares an inspirational two-minute trip across the country

Today, the Canadian Tourism Commission (CTC) released a new crowd-sourced marketing video inviting the world to experience Canada from coast to coast. The visual ode to our country features content realized and submitted entirely by Canadians. Curated and developed by DDB Canada, this two-minute video is the culmination of the 35 Million Directors project launched by the CTC earlier this summer.

“No one knows better than Canadians how to show off this country,” notes Greg Klassen, SVP marketing strategy and communications, CTC. “This authentic perspective provided us with the fresh and personal glimpse of the Canada we were looking for, one that comes from our roots”. We’re keeping the momentum going by connecting with communities across Canada and asking them to share the video with their friends and family abroad, extending the invitation as widely as possible.”

The 35 Millions Directors project received an impressive 65 hours of footage, from more than 8,000 individual video and photo submissions, and has resulted in a final video to show the world why Canada is the greatest place on earth to visit and explore.

“We anticipated receiving some great Canadian moments, but we were really surprised by the quantity and the quality of the submissions we received,” explains Cosmo Campbell, creative director, DDB Canada. “Technically speaking the vast majority of entries were very well shot, but the quality of the content was outstanding. It reinforces the many unique and exciting experiences this country has to offer, and demonstrates just how proud Canadians are of their own backyard.”

The new video was launched on November 20th on CTV’s Canada AM and TVA’s Salut Bonjour, and is being featured at the Tourism Industry Association of Canada (TIAC) Congress in Ottawa, November 19-21, 2012. Later this month, the video will start rolling out internationally to 11 different markets, through marketing campaigns and events, and is being shared extensively in global social spaces. The video will also be featured on the front page of all CTC’s international websites, sending consumers an authentic and fun invitation from Canadians.

Prizes of photo equipment and travel packages were awarded for entries that made the ‘final cut’ of the video, a viewers’ choice winner, as well as a random draw winner from all participants.

Kaya Lobaczewski DDB Worldwide Associate Director of Communications, DDB U.S

Posted November 21, 2012 at 3:13pm

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