Videos projected on buildings in major global cities put Canada top of mind for urban consumers.
To grab people’s attention, sometimes you’ve go to think big. Really big. Projecting a fun video of great Canadian travel experiences onto buildings in major global cities ticks that box—and then some.
It’s the latest initiative by the Canadian Tourism Commission (CTC) to capitalize on the increased positive media attention in CTC’s key markets around the world from the Vancouver 2010 Olympic and Paralympic Winter Games. The world warmed not just to the great sporting action in February and March, but also to the broadcast footage and images showing off all the great adventure, culture, cuisine and people in this country. The message: it’s time to stop dreaming and start planning your trip to Canada.
The seven-minute video has clips from a selection of unique Canadian travel experiences, interspersed with playful solicitations to book a trip—i.e., “WARNING: other vacations will get jealous,” and “Stop dreaming. Start planning.” Look, too, for celeb clips of Eddie “The Eagle” Edwards, Alisa Camplin and Peter Schlickenrieder, all international torchbearers on the Vancouver 2010 Olympic Torch Relay.
The first series of videos aired May 14 and 15 on buildings around London in the UK, plus Sydney in Australia. Plans are underway for projections in major cities across Canada in June. In the US, CTC has a different approach: stay tuned to the “Jimmy Kimmel Live!” TV show in June for 90 seconds of Canada.
“It’s our way of rolling out the global welcome mat, reminding people everywhere of the warm personalities and cool Canadian travel experiences they saw during the 2010 Winter Games,” says Susan Iris, CTC vice president, Strategic Initiatives and the 2010 Winter Games. “These videos will support ongoing marketing campaigns in our key markets and will also inspire bookings to Canada during the summer months.”