Overview
It’s the journey of a lifetime!
Canada’s Three Northern territories have once again joined together to show the rest of the nation what they’re missing out on.
The Canada’s North campaign features multiple television and online ads, driving consumers to a newly designed website - canadasnorth.ca. Photo montages, videos and social media allow visitors to discover what the North has to offer as a year-round travel destination.
The first phase of the campaign will focus on five key markets –Montreal, Toronto, Edmonton, Calgary and Vancouver.
History
The Canada’s North campaign officially launched March 18, 2011. It includes the three territorial governments – Yukon, the Northwest Territories and Nunavut – as well as two northern tourism Destination Marketing Organizations, Nunavut Tourism and Northwest Territories Tourism. Nunavut Tourism has been appointed the project lead.
This is the third time the three territories have partnered on a tourism marketing campaign. The Canada’s North commercial uses original music created for a campaign launched by the marketing group in 2007 around the Canada Winter Games.
The territories also joined forces to promote the North during the 2010 Olympic Winter Games in Vancouver. Canada’s Northern House was an award-winning venue, which showcased the region’s culture and beauty.
Our role
Outside the Cube President and CEO Dee Enright has worked with the group since the first campaign during the 2007 Canada Games. After joining OTC, Dee led the team to win the contract to manage the award winning Olympic Campaign that included flash mobs, media relations, outdoor and experiential marketing.
When last summer the consortium once again went to RFP to find an agency, Outside the Cube brought forward a strong team that not only had new and innovative ideas but the history with the partners, which led to the awarding of a three-year SOA.
Developing an integrated strategy that maximizes the budget and the exposure of the diverse partners is the key role that we play. In addition OTC leads the media relations, account management, media planning and buying, and works with their partner creative and digital agency to bring the North to Canada.