1. The Challenge
To capture the event as it unfolds in real-time while working with a tight turnaround time.
With a 48 hour deadline, our crew of six would be required to shoot, edit and deliver a 60 sec.-1:30 min. experiential marketing video.
The content of the video had to accurately reflect Edmonton International Airport’s goal of celebrating transients who had chosen Edmonton as their travel destination over the holiday season.
2. The Idea
To capture a video that warmly reflects holiday cheer and EIA’s gratitude towards its guests for their business.
The concept would span from West Jet’s viral ‘Christmas Miracle’ videos but with emphasis on maintaining EIA’s sense of individuality. This is where EIA’s goal of recognizing and celebrating Edmonton as a fantastic travel destination would shine. EIA would go to great lengths to orchestrate every detail of the surprise stunt, leaving it up to us to then capture all of it.
3. The Approach
To tackle this project, we organized a six-person crew, four of whom were shooters, a director, and an editor. Since the event would unfold in real-time, it was a top priority in making sure we had all of our angles covered. Working closely with EIA, our team would aim to capture all of the emotions and energy of those involved in the experience.
The plan was for Santa and his elves to hand out hundreds of Christmas crackers filled with giveaways from EIA’s restaurants, shops, and parking services. One lucky winner would receive flights for four to Amsterdam with KLM Canada and another would win flights for four to Hawaii with Alaska Airlines. Our crew would be there, capturing the many faces of those lucky guests, unwrapping their gifts. Additionally, the video content would showcase some of EIA’s newest renovations.
BTS on the runway, getting the giant cracker unloaded from a CargoJet plane.
4. The Results
This video was primarily destined to have social media distribution through Facebook. In terms of reach, this video has seen a combined total viewership of over + 758k views through EIA’s Facebook page.
We are proud to know that this video generated seven times more views than their previous top-watched content. It was also shared over 520 times and received very warm feedback from the community and EIA alike.