Pinterest campaign taps into Canadian pride and passion.
Has it really been four years since Vancouver? With the 2014 Olympic Winter Games nearly here, the Canadian Tourism Commission (CTC) is encouraging Canadians to own the podium again, this time in social media.
CTC wants Canadians to flood the digital world with Olympic-related stories and photos, showing glimpses of home to the nation’s athletes as they compete in Sochi, Russia, Feb. 7-23. A Pinterest board celebrates “Canada’s 2014 Heroes” by mapping the hometowns of the medal favourites. The public is invited to share the board and spread enthusiasm for Canada’s stars as they aim for gold, silver and bronze.
Also, as part of the campaign, CTC will publish daily bilingual tweets to congratulate winning athletes on its four main Twitter channels (@ExploreCanada, @Explorezsansfin, @DestinationCAN and @DestinationCAFR) throughout the 2014 Winter Olympic Games.
That’s not all! CTC has compiled a fun series of 20-second YouTube videos, filmed in Vancouver and Whistler, BC, which showcase Olympic winter sports along with tips—some of them from past Olympians—such as how to become a snowboard star and how to bobsled to victory. The campaign recalls the passion that travellers and Canadians had for the 2010 Winter Games in Vancouver and Whistler, BC.
The videos feature “Expats,” a soon-to-be-released song by Toronto rockers The Manvils. Keeping with the patriotic Olympic spirit, the song is about the many Canadians who have journeyed from abroad to prosper here.
“Even in those years when the Winter Olympics aren’t in Canada, Canadians can show that we are the No. 1 destination in the world for winter sports,” says Adrian Brijbassi, CTC manager, Social Media & Advocacy. “Through social media, our nation can come together like never before.”