Canadian Tourism Commission begins 35 Million Directors promotion
The Canadian Tourism Commission has begun a new national campaign called "35 Million Directors." The initiative encourages Canadians to display the best of the country to an international travel audience. Until Sept. 16, participants can upload short videos and photographs representing their experiences as Canadians to a website at <http://www.35milliondirectors.com>. Visitors to the website can vote for their favourite submissions and share entries on social media website. Participants will also be eligible to win approximately $80,000 in prizes. A selection of public entries and professionally-produced footage will be used by the commission to produce a commercial that will be used in future international ad campaigns. The promotion is being conducted in association with CTV and TVA. The companies will supply online advertising, social media and public relations support. In addition, on-air personalities from these companies will contribute video. The promotion was developed by DDB Canada of Vancouver. "We're encouraging Canadians to dig through their existing videos and photos or to shoot something new to capture a uniquely Canadian moment that they want to share with the rest of the world," said Cosmo Campbell, creative director at DDB Canada. "We're not after highly polished or carefully edited content here, we want the raw and real moments that move everyday Canadians. This project is open to any and all Canadians."