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Creating a compelling hashtag, especially to support or create awareness around a campaign takes time, especially during a time of celebration and support of, and for the nation.
Air Canada released this minute long video in recognition, celebration and support of #teamCanada at the #Rio2016 Olympics. The touching video was released during the opening ceremonies on August 5th, 2016. The video is not only circulating online, a shorter version is also playing on television as well as on Air Canada's in-flight entertainment system.
"Maple leaf emblazoned on our tail is a privilege we can’t forget" Andy Shibata, Managing Director at Air Canada
The motive behind the video is to tap into emotions and resonate with the individuals who watch it. Canada is considered a new nation, though the nation will be celebrating turning 150 years old this year. Emotional campaigns tend to do best as people are more likely to share, participate or contribute to something when it affects or relates to them, directly.
Creative agency J. Walter Thompson came up with the campaign which also included:
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flying over 150 athletes to Rio
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a video of Air Canada employees wishing the athletes off
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urging Canadian's to use #flytheflag to merge well wishes and inspiring pictures together online
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a custom emoji on Twitter of a plane pulling a Canadian flag
The hashtag #flytheflag is being used on a variety of social channels. Introduced and encouraged by CBC and Air Canada, participants are encouraged to submit compelling content for a chance to win two round-trip tickets to anywhere the airline flies to. See submission rules here.
Excited Canadian supporters have been using #flytheflag to join the competition and show off their creativity across a variety of social media outlets.
Air Canada not only flew the #teamCanada athletes to Rio, they hosted a warm welcome with their employees. You may view videos and pictures on the airlines Facebook page below.
YouTube
Proud Canadian's have been creating videos and messages across all platforms - check out this fun video below.
#flytheflag is trending on on Twitter! By encouraging followers / fans to use the hashtag across different outlets, the feedback is and the submissions circulating online are anything but ordinary.
Captions can make or break an Instagram image - but as long as it includes #flytheflag and represents Canada in its creativity, there's a chance of winning a round trip.
If you haven't already, be sure to check out our other blogs relating to the Rio 2016 Olympics:
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