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Canada: 35 Million Directors
Includes video content
Recommended by Warc editors
Michelle Kitchen and Natalie Godfrey, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the Canadian Tourism Commission (CTC) crowdsourced video material in order to create a social film that invited people around the world to explore Canada.
This case study explains how the Canadian Tourism Commission (CTC) crowdsourced video material in order to create a social film that invited people around the world to explore Canada. Domestic travel within Canada was on the decline. Not only were domestic revenues at risk, however, but with fewer Canadians travelling generally there were less people spreading the word around the world about what an amazing place Canada is to visit. In order to reignite Canadian pride for their country and turn them into advocates and ambassadors, people were invited to share their experiences of their friends and communities. The project generated 65 hours of footage in thousands of videos, increased the CTC's social media following and gained extensive earned media coverage. The final campaign video gained over 3.6m views, and social media posts gained over 2.6m engagements creating a reach of 37m.
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