Yukon takes tourism marketing to the next level

Elaine Taylor, MLA for Whitehorse West

As submitted to the Whitehorse Star on Friday, January 30th, 2015
by Elaine Taylor, Minister of Tourism & Culture

It is an exciting time in Yukon’s tourism industry and I am honoured to once again work with our partners in my role as Minister of Tourism and Culture. The partnership between the Yukon government and industry over the past 12 years has positioned our territory well as a tourism destination of choice both now and as we look to the future.

Between 2004 and 2012, visitation to Yukon from other Canadian jurisdictions increased by 127 per cent. The total Gross Domestic Product (GDP) attributable to tourism was also approximately $114 million in 2012, or 4.3 per cent of Yukon’s total GDP. That means tourism in Yukon makes a larger percentage contribution to the economy than in any other province or territory, with the exception of Prince Edward Island.

This past fall, my predecessor Minister Mike Nixon announced Yukon Now, a tourism marketing investment of $3.6 million over two years, jointly funded in partnership with the federal government’s Canadian Northern Economic Development Agency. This investment was identified as a key initiative by the Tourism Industry Association of Yukon to promote Yukon across Canada as a unique and desirable travel destination, through the use of television commercials and other digital technology. Yukon Now represents the single largest investment in tourism marketing in the history of the Yukon government and is in addition to Yukon’s $5.8 million tourism marketing budget.

Yukon NOW

Minister Elaine Taylor with Neil Hartling, Chair of the Tourism Industry Association of Yukon, at the Whitehorse Visitor Information Centre.

Yukon Now is an enhanced marketing initiative that takes an integrated marketing approach, consisting of a range of tools, including the Yukon Digital Storytelling Project, a user-generated content project and new Yukon television commercials to be broadcast strategically in the domestic markets that show potential for even more growth than we have seen over the past decade.

Yukon has invested in television advertising since the late 1990s, including in 2007, 2010 and 2013 with N.W.T. and Nunavut, and in 2014 when Yukon was profiled as part of Canada’s Amazing Race.

The Yukon Now advertising campaign, however, represents the first time an original TV commercial has been developed and filmed by Yukoners in Yukon to market the territory on broadcast television.

These television advertisements are a testament to the maturity and talent of Yukon’s tourism and cultural sectors that have been key industries our government has and continues to invest in as part of economic diversification in the territory. By partnering with industry, we continue to deliver strategic marketing investments that deliver a high-rate of return and high visitation numbers to Yukon.

Yukon Now is a bold new step in marketing Yukon that I am proud of as Minister and that all Yukoners can take pride in.