News releases

Canadians invite the world!

Canadian Tourism Commission says authentic Canada loud and proud in a rocking two-minute trip across the country produced by this summer’s 35 Million Directors project.

Tweet: Canadians share their personal corners of our country in a video invitation to the world #exploreCanada

Vancouver, BC, Nov. 20, 2012 —Canadians have spoken with videos and photos of beautiful landscapes, food (and more food), authentic portraits of real Canadians, dogs, bears and bare feet—the essence of what makes visiting us fun and unique.

This summer the Canadian Tourism Commission (CTC) asked Canadians to take on the job of promoting their own country. Who better to send a global invitation to travellers than the people who welcome millions of visitors each year?

The final cut of a new international tourism marketing video, made by Canadians for the world, was launched today on CTV’s Canada AM and TVA’s Salut Bonjour, capping the Canadian Tourism Commission (CTC)’s 35 Million Directors summer project. The video rolls out internationally through marketing campaigns and events, and is being shared extensively in global social spaces—including by Canadians who contributed to the project. The video will feature on the front page of all CTC’s international websites, sending consumers an authentic and fun invitation from Canadians.

“In this age of YouTube, Facebook and social media, 35 Million Directors is a creative and compelling project that allows Canadians to invite the world to come to Canada,” said the Honourable Maxime Bernier, Minister of State (Small Business and Tourism). “By powerfully promoting Canada in international markets, we are positioning the Canadian tourism industry to take advantage of growth opportunities while creating jobs in Canada.”

"No one knows better than Canadians how to show off this country,” notes Greg Klassen, CTC senior vice-president of Marketing Strategy and Communications. “That authentic perspective provided us with the fresh and personal glimpse of the Canada we were looking for, one that comes from our roots and is real. We’re keeping the momentum going by connecting with communities across Canada and asking them to share the video with their friends and family abroad, extending the invitation as widely as possible.”

Video and photos streamed in after CTC called out to Canadians for user-generated content shot on devices like smartphones and personal cameras, and was blended with the work of a few professional directors. The soundtrack features Canadian indie rock band Yukon Blonde.

Participants who submitted entries are being encouraged to join CTC’s social ecosystem and share their passion. Said Toronto contributor Wendy Heisler, “I’m a born Maritimer and believe the East Coast is one of the most special and beautiful places on earth, but the Rockies & Icefields Parkway blew me away! I’ve never said ‘WHOA’ so much in my life!”

More than 8,000 entries were submitted in the five-week contest period from Aug. 20 to Sept. 16, 2012. Prizesof photo equipment and travel packages were awarded for the best entries, viewers’ choice and a random draw.  Further details are available on the website.

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About the Canadian Tourism Commission
The Canadian Tourism Commission is Canada's national tourism marketing organization. A federal Crown corporation of the Government of Canada, we lead the Canadian tourism industry in marketing Canada as a premier four-season tourism destination. Our vision is to inspire the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we promote Canada's extraordinary experiences in 11 countries around the world, conduct market research, offer stunning visuals through the Brand Canada Library and provide resources to help industry leverage Canada's successful tourism brandCanada. Keep Exploring. To stay current, subscribe to CTC News, search our corporate website, become a fan on Facebook, follow us on Twitter, or subscribe to our YouTube channel.

For further information, please contact:
nevin [dot] margaret [at] ctc-cct [dot] ca ( Margaret Nevin)
Senior Communications Advisor
Canadian Tourism Commission
Tel: 604-638-8406