DISCOVER SASKATOON × DMA EVENTS

Turning Guests Into the Stars of a Saskatoon Adventure

What if your guests didn’t just visit your destination... what if they became part of the story?

Discover Saskatoon partnered with DMA Events to create a custom AI video experience designed to transform guests into the stars of cinematic, Saskatoon-inspired adventures.

Instead of creating another photo guests would look at once and forget, we created personalized branded videos built to be watched, shared and remembered.

The result was an experience combining AI, storytelling, destination marketing and branded social content into one memorable activation.

THE CHALLENGE

How Do You Turn a Destination Into Shareable Content?

Destination marketing is about more than showing beautiful scenery.

The challenge is getting people to picture themselves inside the destination.

Discover Saskatoon wanted an interactive experience that could capture the personality of the city while giving every participant something unique and highly shareable.

The content needed to feel:

• Personal

• Cinematic

• Fun

• Visually connected to Saskatoon

• Consistent with Discover Saskatoon branding

• Designed for digital and social sharing

DMA's solution was to make the guest the main character.

THE BIG IDEA

Don't Just Show Saskatoon. Put People Inside It.

DMA developed a series of custom AI-generated video experiences inspired by Saskatoon landmarks, scenery and tourism imagery.

Guests were transformed into cinematic characters experiencing Saskatoon in ways that wouldn't normally be possible.

One moment, a guest could be soaring above the city in a cinematic wingsuit adventure.

Another experience could place them high above Saskatoon in a hot-air balloon, taking in the skyline, South Saskatchewan River, parks and bridges below.

Custom scenes, camera movements, environments and visual storytelling were developed specifically around the Discover Saskatoon experience.

The result?

Destination advertising people actually wanted to be part of.

THE EXPERIENCE

From Guest to Custom AI Video

The activation was designed around a simple idea:

Capture. Transform. Experience. Share.

Guests provide their image and DMA's custom AI workflow transforms them into the featured character within a branded cinematic video.

Each result combines the participant with a custom-built Saskatoon-inspired environment, producing content that feels dramatically different from a traditional photo booth experience.

The finished videos become personal digital souvenirs while simultaneously carrying the destination's story and visual identity.

CUSTOM BRAND INTEGRATION

This wasn't an off-the-shelf AI filter with a logo added afterward.

The experience was developed around the Discover Saskatoon brand from the concept stage forward.

Branding could be integrated through:

• Discover Saskatoon logo placement

• Destination-specific scenery

• Saskatoon skyline and recognizable environments

• Brand-inspired colours and visual elements

• Custom props and environments

• Purpose-built AI scenes

• Branded video compositions

• Share-ready digital content

Every guest result becomes both a personalized experience and a piece of branded media.

WHY IT WORKS

The Guest Becomes the Media

Traditional advertising asks people to watch the story.

Experiential AI lets them become the story.

When someone sees themselves flying over Saskatoon or starring in their own cinematic destination experience, the content immediately becomes more personal.

That personal connection creates something extremely valuable for destination marketers:

content people have a reason to keep and a reason to share.

Instead of producing one marketing asset for an audience, the activation can create personalized variations featuring the audience itself.

THE TAKEAWAY

Turn Your Destination Into an Experience People Want to Share

Discover Saskatoon demonstrates what happens when destination marketing moves beyond passive content.

Instead of simply showing guests Saskatoon, the activation gave them the opportunity to experience themselves inside the Saskatoon story.

That is where AI-powered experiential marketing becomes especially powerful.

Your guest becomes the star.Your destination becomes the setting.Your brand becomes part of the memory.

CREATE YOUR OWN CUSTOM AI EXPERIENCE

Planning a tourism campaign, conference, trade show, corporate activation or branded event?

DMA Events can develop a fully customized AI photo or AI video experience built specifically around your destination, campaign or brand.

From the initial concept to custom AI development, branding, guest experience and final shareable content, we can build an activation designed to get people participating, creating and sharing.

Don't just give guests content. Put them inside your brand story.

Talk to DMA Events about creating your custom AI experience.

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