CTC puts Canadians in the director’s seat

The tourism organization unveils the final video made up of clips sent in by over 8,000 Canadians.

The Canadian Tourism Commission (CTC) has unveiled the video behind the “35 Million Directors” campaign, a project launched earlier this year, which asked Canadians to send in footage of how they see Canada.

In the end the campaign, which was created with DDB Canada, got over 8,000 entries, with about 80 of them making the cut in the two-minute video which was unveiled earlier this week on CTV’s Canada AM and TVA’s Salut Bonjour.

The video will roll out in the 11 international markets the CTC promotes in within the next few weeks, with a social media push showcasing the video in Canada.

“One of the challenges of what the CTC does is that Canadians don’t generally get to see the work we do,” says Greg Klassen, SVP marketing, CTC. “In this case they get to see it through the teaser video and also to help create it.”