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Lights, camera, action! Canada's Tourism Commission puts Canadians in the director's chair for new video.

35 million directors
Show the world why Canada is the greatest
place on earth. Join Canada's #35MDirectors
and share your Canadian footage.

35 Million Directors project will help inspire more travellers around the world to come and explore Canada.

Move over Hollywood, get ready TIFF, there's a new show in production as Canada becomes the country-wide set for a tourism video, one where the stars%u2014and directors%u2014are all local and getting reel.

The Canadian Tourism Commission (CTC) is reaching out to Canadians through its 35 Million Directors project to help create a new video to inspire more travellers from around the world to choose Canada for their vacation. Starting today, Canadians can upload experiences from coast to coast to coast, videos or images, to a new website. Footage and photos must showcase Canadian travel experiences - from a favourite hike to a music festival, a sporting event to dining al fresco downtown. 'Directors' will want to capture moments that will whet the appetite of international travellers looking for unique and authentic examples of what is available across Canada.

The cherry on top: a contest with prizes for the best entries and even a random draw so everyone's got a shot. The contest runs until September 16, 2012, when the CTC will then look at the story-line Canadians have created, select the best entries, and mix in the work of a few professional directors to create a grassroots video advertisement to inspire travellers from around the world to visit Canada.

"We're out to create a story from the point of view of Canadians and what makes them proud about our great cities, our geography and nature, our cuisine, our culture, or perhaps the friendliness of a local festival," says Michele McKenzie, CTC president and CEO. "We hope Canadians are out there this summer enjoying what our country offers whether on a trip or during a lunch break. Many are already capturing what moves them on phones and cameras and sharing with friends and family. We want to share these images big time with the world, and add a grassroots dimension to our marketing efforts in attracting more and more international visitors to Canada."

Inspirational help will be on hand as well from Canada's deep pool of talent. Renowned visual artist Douglas Coupland has stepped forward to post his own video. Film-school students are encouraged to upload clips of their own.

The final two-minute video will debut at the Tourism Industry Association of Canada (TIAC) Congress in November and be shared with Canadians before CTC starts using the video in international travel campaigns.