Client: Northwest Territories Tourism
Meet the North Video Series
The client was looking for a natural way to create brand ambassadors for the territory.
Our Guidance.
We suggested a video series highlighting the interesting people throughout the North and the unique passions they enjoy.
During initial meetings with the client, we were told the brand wanted to employ more videos within their content. They also wanted to create brand ambassadors. A thorough review of their YouTube channel showed a significant lack of interview content.
Knowing that a staycation campaign was already in full swing, we proposed a video series that would be interesting to locals and tourists alike. Since the brand is tied closely to storytelling, it was a natural fit to develop more YouTube content that would infuse storytelling into that video content.
By highlighting interesting Northerners one-at-a-time, locals would feel a deeper sense of pride for the territory and visitors would feel like they already knew someone in the area.
With a full in-house video production team, we knew we could develop meaningful stories that would inspire while entertaining. We used our research skills to isolate compelling stories within the territory that would resonate with the demographics our client was looking to engage. Decades of interviewing experience meant people felt comfortable sharing their stories and a compelling series was born.
The Journey.
The first part of any video project is understanding what we want the audience to FEEL. We take the client on a journey exploring the message they want to tell and the overall sentiment they want the viewer to walk away with.
In the case of this video series, Northwest Territories Tourism trusted us to choose the subjects and to tell their stories in the way we felt did them the most justice. Because we had worked on several video projects with them before, they knew we understood the brand intimately.
Although the videos were all stunning, they weren’t without the usual complications! When filming in the North one must be prepared for incredibly challenging weather conditions and constantly changing timelines. Whether it was filming in a loud Yellowknife coffee shop or by the pingos in Tuktoyaktuk, our crew is used to challenging situations and ever-changing landscapes.
The Destination.
The Meet the North series has been very popular and has provided NWTT with evergreen content that will inspire viewers for years to come. We helped our client connect with the community and visitors at the same time. It was a feel-good project that received a lot of great feedback especially at NWTT’s yearly AGM from tour operators and government officials.
