Yukon tourism commercials will continue to air across Canada

Commercials promoting the Yukon will continue to appear on TV screens in key Canadian tourism markets for at least the next three years.

Commercials promoting the Yukon will continue to appear on TV screens in key Canadian tourism markets for at least the next three years.

The Department of Tourism and Culture announced yesterday that it was earmarking $900,000 a year for the next three years to keep the Yukon Now marketing campaign going.

The majority of the campaign is focused on six TV commercials, each encouraging visitors to “come to my Yukon.” Two of the commercials show Yukoners doing winter activities and four promote the summer.

This month, the four summer commercials aired nationally on 11 conventional channels including CTV, Global and CBC, and on 18 specialty channels including BBC Canada, the Discovery Channel and National Geographic Canada.

They’ve aired more than 1,000 times with an estimated 100 million views, according to the department.

The summer commercials will finish airing this month, and will be aired again starting in February 2017. The winter commercials will go back into circulation this September.

“Everybody knows that advertising only works when it’s consistently applied,” said Rich Thompson, chair of the Yukon Chamber of Commerce.

“Repetition, frequency, these are important concepts in advertising and a two-year program does something, a five-year program does a lot more.”

Tourism director Pierre Germain said the commercials are aimed at Canadians. They air in key markets in Vancouver, Calgary Edmonton and Toronto.

Now is a good time to encourage Canadians to visit the Yukon, he said. In 2017, celebrations are planned for both Canada’s 150th birthday and the 75th anniversary of the Alaska Highway. That, combined with the low Canadian dollar, means Canadians are likely to want to “stay home and want to see their own backyard,” he said.

“So we think we can take advantage of that by letting them know that the Yukon exists and welcoming them to come to my Yukon.”

The commercials were launched in February 2015. The year before, the Yukon government and the Canadian Northern Economic Development Agency gave $3.6 million dollars to market the Yukon to visitors.

At the time it was the largest investment ever made in Yukon tourism.

From Feb. 1 to March 22 of this year there were more than 74,000 visits to the Travel Yukon website, which is about a five per cent increase over the same period in 2015, said tourism minister Elaine Taylor.

“With the first two years of Yukon Now showing promising results we are really keen to build on this momentum,” she said.

Thompson said the territory has been suffering from a few years of recession, adding there have been challenges particularly in the resource sector.

“There’s never been a more important time for tourism to be properly and fully supported and that’s exactly what’s happening with this program.”

He said when governments make this kind of investment, companies are more likely to be comfortable spending cash of their own.

“Industry needs to see that the government is serious about destination marketing and that we can expect consistent demand in the tourism industry in the territory.”

In 2015, arrivals to the Yukon by plane were up two per cent compared to 2014, Germain said. That’s an increase of about 3,000 arrivals.

The Beringia Centre, Kluane National Park and the various Yukon Visitor Centres all saw more visitors as well, he said.

Neil Hartling, a former chair of the Tourism Association of the Yukon, said this summer is also looking promising.

“These ads will bring more money to the Yukon economy, plain and simple. Now more than ever the Yukon needs the economic punch from tourism. The industry has shown it punches above its weight when given the opportunity.”

The territorial government is hoping the federal government will match this latest investment. No news has come from Ottawa about that yet.

Contact Ashley Joannou at

ashleyj@yukon-news.com

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Maria Metzen off the start line of the Yukon Dog Mushers Association’s sled dog race on Jan. 9. (Gabrielle Plonka/Yukon News)
Mushers race in preparation for FirstMate Babe Southwick

The annual race is set for Feb. 12 and 13.

The Yukon government is making changes to the medical travel system, including doubling the per diem and making destinations for medical services more flexible. (Joel Krahn/Yukon News file)
Subsidy for medical travel doubled with more supports coming

The change was recommended in the Putting People First report endorsed by the government

Chloe Sergerie, who was fined $500 under the <em>Civil Emergency Measures Act</em> on Jan. 12, says she made the safest choice available to her when she entered the territory. (Mike Thomas/Yukon News file)
Woman fined $500 under CEMA says she made ‘safest decision’ available

Filling out a declaration at the airport was contrary to self-isolation, says accused

The Yukon Department of Education building in Whitehorse on Dec. 22, 2020. Advocates are calling on the Department of Education to reverse their redefinition of Individualized Education Plans (IEPs) that led to 138 students losing the program this year. (John Hopkins-Hill/Yukon News file)
Advocates call redefinition of IEPs “hugely concerning,” call for reversal

At least 138 students were moved off the learning plans this year

Yukonomist Keith Halliday
Yukonomist: Your Northern regulatory adventure awaits!

“Your Northern adventure awaits!” blared the headline on a recent YESAB assessment… Continue reading

Yukoner Shirley Chua-Tan is taking on the role of vice-chair of the social inclusion working group with the Canadian Academy of Health Sciences’ oversight panel and working groups for the autism assessment. (Submitted)
Canadian Academy of Health Sciences names Yukoner to panel

Shirley Chua-Tan is well-known for a number of roles she plays in… Continue reading

The Fish Lake area viewed from the top of Haeckel Hill on Sept. 11, 2018. The Yukon government and Kwanlin Dün First Nation (KDFN) announced they are in the beginning stages of a local area planning process for the area. (Crystal Schick/Yukon News file)
Local area planning for Fish Lake announced

The Government of Yukon and Kwanlin Dün First Nation (KDFN) announced in… Continue reading

Whitehorse City Hall. (Joel Krahn/Yukon News file)
City hall, briefly

A look at decisions made by Whitehorse city council this week

Fire damage, photographed on Jan. 11, to a downtown apartment building which occurred late in the evening on Jan. 8. Zander Firth, 20, from Inuvik, was charged with the arson and is facing several other charges following his Jan. 12 court appearance. (Gabrielle Plonka/Yukon News)
More charges for arson suspect

The Inuvik man charged in relation to the fire at Ryder Apartments… Continue reading

The grace period for the new Yukon lobbyist registry has come to an end and those who seek to influence politicians will now need to report their efforts to a public database. (Mike Thomas/Yukon News file)
Grace period for new lobbyist registry ends

So far nine lobbyists have registered their activities with politicians in the territory

The Government of Yukon Main Administration Building in Whitehorse on Aug. 21, 2020. Some Yukon tourism and culture non-profit organizations may be eligible to receive up to $20,000 to help recover from losses due to the COVID-19 pandemic. (Crystal Schick/Yukon News file)
Details released on relief funding for tourism and culture non-profits

Some Yukon tourism and culture non-profit organizations may be eligible to receive… Continue reading

Most Read