The video below looks a great deal better on the big screen, which is where I saw it last weekend. Nevertheless, it’s still good in the smaller format. As an example of letting your fans do your work for you, it’s superb. It’s also a great example of how to form a bond with your clients, to make them feel all warm and fuzzy as well as reaching out to prospective travellers and making them want to pack and take a plane and head for your shores that instant.
What did the Canadian Tourist Board do? Just asked Canadians to send in their videos. Which they did – 65 hours of it, of which this commercial spans two short minutes. Great minutes – not simply showing the beauty of the country, something we know about, but demonstrating what it’s like to be there. It will have taken some time to edit all that footage, of course, but that would have cost a fraction of the amount needed to create a commercial from scratch. It might have been the cheaper option but this film is far from cheap. It’s clever, intelligent and engaging and fun.