Tourism Toronto celebrates video stars

The marketing org sets up recording kiosks at summer events to capture city kudos, then brands the footage and readies it for the social mediascape.

Forget t-shirts and tacky coffee mugs: Tourism Toronto is sending tourists and festival-goers home this summer with a branded digital memento.

The marketing organization has been running an innovative tourism media campaign this summer, using interactive video kiosks at major Toronto events to invite people to share what they love about the city.

After the video clip is recorded, the footage is compressed and can be packaged with a lead-in and lead-out that features music, Toronto imagery and a call to action. The user can then choose to share their video on their Facebook, YouTube and Twitter accounts, or have the clip sent to them via email. The videos that aren’t packaged and shared are uploaded to the campaign website

Currently, the site features video clips from Pride Toronto, featuring exuberant festival-goers singing, yelling, dancing and, yes, shouting out the occasional testimonial as well.

The videos judged to be the ‘best’ by Tourism Toronto will be used in an online media campaign, targeted at young people in major US markets, and will be used in Tourism Toronto’s social media outreach as well, a release on the campaign states.

‘Having these kinds of testimonials is invaluable for marketing Toronto,’ Joel Peters, SVP and chief marketing officer, Tourism Toronto, said in a release. ‘These are genuine, enthusiastic endorsements that reach consumers who are increasingly relying on word of mouth and online networks when making travel decisions.’

The ‘brand wrapping’ technology for the video clips was created by US-based, video booths and associated tech by Gabzebo and experiential marketing by Smak in Toronto.