Outside The Cube News

Yukon Landscape Breaks Through Urban Noise

echo — Thu, 09 May 2013 08:00:00 GMT

In mid-April Outside the Cube, the Agency of Record for Tourism Yukon, employed a unique marketing approach to break through the advertising clutter in Toronto.

“Toronto is a key market for Tourism Yukon but making an impact through all the noise can be a challenge, so rather than just telling Torontonians how great Yukon is, we wanted them to actually feel it,” said Dee Enright, Lead Strategist of the account and President and CEO of Outside the Cube. “We wanted to create an experience and have them share that experience. The kind of awe that we see when people come to visit.”

The agency decided that contrasting the pristine wilderness, northern lights, midnight sun, culture and iconic drives of Yukon to the urban soundscape of Toronto was the way to go. Using projection mapping that included film and sound, Outside the Cube worked with Media Merchants to secure high profile locations and develop stunning Yukon Portals that would transport people from their regular surroundings.

“We developed six videos, each of which represents a pillar of our Yukon tourism product. They were about 40 seconds each so they only provided a small taste of what we have to offer. The portals were surrounded in a display of Northern Lights and included the sounds of paddling, dog teams, First Nations drumming and silence. They were a stark contrast to the street lights and sirens of Toronto,” said Enright. “It was amazing to see people stop in their tracks, record the videos on their phones, take photos and share them. For that short time period we allowed them to feel what they could feel if they visited Yukon.”

The campaign ran for three consecutive nights in such high profile locations as outside the Air Canada Center before, during and after a Leafs game, on The Esplanade on a busy Friday night when a Blue Jays game was on and bars and restaurants were overflowing, and then on Saturday at the busy corner of Young and Gould. The locations were chosen based on research that indicated where the segment that Yukon Tourism targets spends their time, and which activities they enjoy.

The release of the video compilation that captured some of the reactions of passersby is being shared on their YouTube channel and on a number of platforms online. To view the video, click here.

OTC Challenges Local Businesses to Give Back

echo — Tue, 23 Apr 2013 12:33:31 GMT

April 21 to 27, 2013 is National Volunteer Week and communities across Canada are celebrating the contributions of volunteers. Outside the Cube and Volunteer Yukon are joining in the action with the launch of a new initiative.

The Corporate Social Responsibility Challenge will recognize businesses in the territory who support non-profit organizations and events, as well as encourage their employees to volunteer their time in the community. The goal is to foster social responsibility throughout Yukon’s private section, inviting companies to assist Yukon non-profit organizations and promoting the importance of volunteers.

“Volunteers are vital in each and every Yukon Community,” said Volunteer Yukon Board President Noreen McGowan. “Businesses in Yukon support a number of events and activities each year; their support can be in the form of donations, in-kind contributions, and in encouraging their staff to volunteer and to get involved in community activities. We want to recognize and encourage that support.”

Businesses who register with Volunteer Yukon for the Corporate Social Responsibility Challenge will be recognized with a listing on the Volunteer Yukon website, mentioned in the Yukon Chamber of Commerce newsletter and promoted through traditional and social media outlets.

Volunteer Yukon identified OTC as a leader in corporate social responsibility, and asked us to lead the challenge. Cubers have dedicated countless hours to volunteering and the company supports the communities they work in with sponsorship dollars to numerous local organizations and events, as well as a donation of services.

“Outside the Cube has a set of pretty simple core values and giving back is one of them,” said President and CEO Dee Enright. “I believe businesses build communities not just economies and we each have a responsibility to give back to the communities that allow us to succeed. We can’t just take – our team are part of the community and what matters to them matters to OTC.”

Volunteers play a critical role in Yukon. Many organizations in the territory rely on the leadership and dedication of volunteers in order to be successful. Demonstrate your commitment to social responsibility and help enhance your corporate image and reputation by joining Volunteer Yukon and OTC in their quest and becoming part of the Corporate Social Responsibility Challenge.

We’re on the hunt for two new Cubers!

echo — Sun, 07 Apr 2013 20:48:51 GMT

Are you energetic with a great sense of humour? Then we want to hear from you!

Outside the Cube is looking for a Digital Project Manager and a Senior Account Manager to join our awesome team.

Our new Digital Project Manager possesses a passion for technology, along with expertise in multi-channel marketing, communication, analytics and conversion.

As part of the client service team, our Senior Account Manager brings expertise in client relations, project management, strategic thinking, research and the execution of multi-channel marketing initiatives.

OTC is a fast-paced, action-driven workplace that takes pride in exceeding our clients’ expectations. From campaigns to sporting events and social media strategies, OTC tackles each project with enthusiasm, fearlessness and a team approach.

Send your resume and cover letter by April 19, 2013 to jobs@outsidethecube.ca

For full job descriptions, click below:

Digital Project Manager

Senior Account Manger

OTC Catches Winter Festival Fever

echo — Fri, 22 Feb 2013 10:09:23 GMT

Outside the Cube has been chasing away the winter blues in the month of February, keeping busy with two major Yukon events.

The 2013 Yukon Quest International Sled Dog Race kicked off in Whitehorse on February 2nd with 26 teams leaving the chute, and finished in Fairbanks with the banquet and awards on February 17th.

OTC was responsible for all social media, media relations and communications for the Yukon Quest. This meant three of our staff travelling the trail from start to finish, working around the clock to bring fans on Facebook and Twitter the latest results and anecdotes. OTC also wrote press releases on behalf of the organization, and handled interview requests from media both on and off the trail.

The Yukon Quest Facebook page has over 17, 500 fans and the Twitter account has more than 1,500 followers. There were also over 50 accredited media along the trail, so Cubers were kept extremely busy!

Back in Whitehorse, our office was preparing for the 49th annual Yukon Sourdough Rendezvous Festival, which runs February 21 to 24. The festival is based out of Shipyards Park in downtown Whitehorse and includes variety shows, family activities, carving competition and much more.

This year, OTC is sponsoring the Murder Mystery Dinner Theatre, which will be performed by the 11/12 M.A.D. class at the Kwanlin Dun Cultural Centre.

Cubers are also helping with social media posts, sharing pictures and classic Rendezvous culture with our residents and visitors via Facebook and Twitter.

We are very proud to be a part of these two fantastic community events!

OTC Celebrates the Holiday Spirit

echo — Fri, 14 Dec 2012 13:34:41 GMT

Outside the Cube (OTC) is sending out a special holiday challenge to all of our small business peers.

Cubers surprised the grateful staff at the Whitehorse Food Bank with a rather large donation – 137 turkeys! OTC purchased the frozen turkeys, in the names of our clients, and made the special delivery on Thursday.

The poultry will be distributed to families in need throughout the holiday season. OTC President & CEO Dee Enright is challenging other businesses in Whitehorse and Yukon to join in the cause.

“I think businesses have an obligation to contribute and give back to the communities that support them," says Enright. "It doesn't matter how big or small the donation. If each member of TIAY, the Whitehorse Chamber, Yukon Chamber, Chamber of Mines, YCB, Main Street Association and others, gave just one turkey – imagine how many families would have dinner!

“OTC will even deliver the turkeys for you if you drop them off at our office. Buy enough and we will even pick them up from your business!”

Food Bank Executive Director Stephen Dunbar-Edge says due to the high cost of some items, the Food Bank relies on donations from the public in order to help operate their program.

“We had initially planned to give families chicken for their holiday dinner, because that’s all we could afford. But thanks to OTC’s generous donation, many families will receive a turkey instead.”

If you would like to make a donation to the Food Bank, drop by 306 Alexander Street, or phone 867-393-2265. You can also contact them via email, office@whitehorsefoodbank.ca

OTC Heads into New Year with New Additions

echo — Wed, 12 Dec 2012 10:50:26 GMT

Two more Cubers are joining our head office in Whitehorse, just in time for the holiday celebrations.

Mark Rutledge is Outside the Cube’s (OTC) newest Graphic Designer, while Robyn Matthews has been hired as the new Executive Assistant to the President & CEO.

Mark brings more than 15 years of design experience to OTC. He began his career at Hangar13 Art & Design in Ottawa, where he quickly built a reputation for cutting-edge design and top-notch client service. While at Hangar13, Mark worked with Fortune 500 companies like Royal Bank, Xerox and Bell Mobility.

Most recently, Mark was a designer with Aasman Brand Communications in Whitehorse, where he designed for clients such as Yukon Energy, Yukon Transportation Museum, Yukon Wildlife Preserve, and Yukon Health and Social Services.

Mark is also one of few designers with deep roots and experience designing for Canada’s First Nations communities. He has worked closely with Aboriginal Affairs and Northern Development Canada, SPIRIT Magazine, Kwanlin Dün Cultural Centre, the Vuntut Gwitch'in First Nation, and the Champagne and Aishihik First Nations.

Robyn graduated from Memorial University of Newfoundland and Labrador with a degree in Bachelor of Business Administration, with a focus in Marketing and Accounting.

She moved from Canada’s most eastern province, Newfoundland, to the great white north just over three years ago. Prior to joining OTC, Robyn was an Accounting Associate with MacKay LLP. She also worked at the Yukon Sourdough Rendezvous office, helping coordinate events for the annual winter festival.

In her role as the Executive Assistant at OTC, Robyn will be involved in the areas of research, media planning and buying.

Cuber Recognized for Excellence with GoMedia

echo — Thu, 29 Nov 2012 17:30:12 GMT

Our very own Cuber, Dennis Zimmermann, was part of the eight-person GoMedia Host Committee that was recently recognized by Yukon Premier Darrell Pasloski for a Premier’s Award of Excellence.

Dennis was heavily involved with the social media side of things for GoMedia, Tweeting and connecting with media from around the world.

The Canadian Tourism Commission (CTC) hosts GoMedia annually, each time in a different Host City. 2012 marked the first time ever GoMedia was hosted North of 60.

CTC hosted approximately 300 delegates who were given the opportunity to experience the authentic Yukon including tours, meals, attractions, and culture. Their stays extended beyond the event itself, with many participating in pre- and post-event FAM trips and visits.

Besides volunteering to make sure delegates and followers were kept up-to-date via social media, Outside the Cube supported our Tourism Yukon and Pan North clients.

For Tourism Yukon, we assisted by designing the GoMedia wallet that held coupons, maps and special information about Yukon. For Pan North, we hosted the Pan North night, which included coordinating an event featuring three-dimensional displays and art, as well as performers and traditional foods flown in from each territory.

Congrats to Dennis on a job well done!

OTC Helps NACO with Northern Canada Tour

echo — Fri, 02 Nov 2012 16:59:03 GMT

Outside the Cube is extremely proud of our latest work with the National Arts Centre Orchestra (NACO).

NACO, led by Norwegian Guest Conductor Arild Remmereit, will perform two concerts in Whitehorse on November 3rd, featuring superstar Canadian violinist James Ehnes. It’s all part of the Orchestra’s Northern Canada Tour, being held October 26th to November 4th across the territories.

As part of the tour, musicians from the National Arts Centre will also engage in music education activities with the community. The Whitehorse concert will also feature 12 visual art works from the Yukon Permanent Art Collection curated to complement the performance of Vivaldi’s Four Seasons.

OTC was invited to bid on the creative project for NACO’s Northern Canada Tour, and subsequently won the bid. Our creative team put together some unbelievable designs, including posters, invites, ads, tour signage and t-shirts.

For the full release on NACO’s Whitehorse tour stop, click here.

OTC Boosts Head Office with Hiring of Bilingual Account Manager

echo — Fri, 14 Sep 2012 11:09:56 GMT

Bonjour to Outside the Cube’s newest hire! We are excited to welcome Maud Caron as an Account Manager at our head office in Whitehorse.

“Adding Maud to our team gives OTC the only francophone marketing team I know of in the North. I grew up in the Eastern Townships of Quebec and having a bilingual company has always been a dream for me,” said Dee Enright, CEO of Outside the Cube. “Patric Chaussé – who leads our creative team – and Maud will work with all our clients, but their language skills allow us to ensure we can provide fully bilingual services.

“With more and more of our work outside the territories in places like Ottawa for national clients, service in both official languages is a plus. We also have been fortunate to work with Francophone Associations and businesses in the three territories and really wanted to be able to serve that sector.”

Maud is fully bilingual in French and English, and brings a wide variety of experience in tourism ranging from wilderness guiding to coordinating Pan Territorial marketing. She most recently worked at Tourism Yukon, as a Consumer Marketing Specialist.

“Being able to do great work in both English and French with a team of people who love what they do is exciting,” said Caron. “I have had the opportunity to work with Outside the Cube in some of my other roles and I think it will be a great fit. I like to challenge myself, achieve objectives and have fun and I love tourism – what more could I ask!”

Maud was the Coordinator of the Francophone Pan Territorial tourism campaign, the Tourism Development Officer for the Association franco-yukonnaise, and was a Communication Officer for the French women’s group Les EssentiElles, as well as a Project Coordinator for the Francophone Health Network in Whitehorse. She has diplomas in Adventure Tourism and Ecotourism, and Natural Resources Management and Interpretation. She is a hiking guide certified by the Association of Canadian Mountain Guides. She spent two winter seasons as a dog sledding guide in Canmore, Alberta, and also led hiking groups at Canada Nature Tours and Rockies Adventure Tours in both Alberta and B.C during four summer seasons.

Maud will start work at OTC on September 24.

OTC renforce son agence en recrutant une gestionnaire de projets bilingue

Bonjour et bienvenue à la nouvelle recrue de Outside the Cube! Nous sommes heureux d’accueillir Maud Caron qui sera gestionnaire de projets à notre bureau de Whitehorse.

« Ajouter Maud Caron à notre équipe permet à Outside the Cube d’être, à ma connaissance, la seule agence de marketing francophone dans tout le nord canadien. J’ai grandi dans les Cantons-de-l’Est, au Québec, et j’ai toujours rêvé d’avoir une compagnie bilingue » déclare Dee Enright, PDG de Outside the Cube. « Patric Chaussé, qui dirige notre équipe de création, et Maud vont travailler avec tous nos clients mais leur maîtrise du français et de l’anglais nous permet d’assurer des services complètement bilingues. Avec de plus en plus de nos contrats en dehors des territoires, dans des villes comme Ottawa pour des clients nationaux, notre capacité d’offrir des services dans les deux langues officielles est un atout important. Nous avons aussi eu la chance de travailler avec des entreprises et associations francophones dans les trois territoires et nous voulions vraiment être en mesure de servir ces organismes en français. »

Maud est bilingue et elle a accumulé une multitude d’expériences dans le domaine touristique; de guide d’aventure à coordonnatrice de la campagne francophone pour la promotion touristique des trois territoires. Elle a tout récemment été la responsable du marketing pour les campagnes aux consommateurs avec le gouvernement du Yukon, au département de tourisme et culture.

« C’est vraiment excitant de pouvoir travailler dans les deux langues, sur des projets inspirants, avec une équipe qui adore ce qu’elle fait. » s’exclame Maud. « J’ai eu l’occasion de travailler avec Outside the Cube lors de mes emplois précédents et je pense que je vais vraiment bien m’intégrer à cette équipe. J’aime relever de nouveaux défis, atteindre des objectifs, avoir du plaisir et j’adore le domaine touristique – quoi demander de plus! »

A Whitehorse, Maud a été agente de développement touristique pour l’Association franco-yukonnaise, agente de communication pour Les EssentiElles et coordonnatrice de projets pour le Partenariat communauté en santé. Elle possède des diplômes en tourisme d’aventure et écotourisme, et en aménagement et interprétation du milieu naturel. Elle est également une guide de randonnée certifiée par l’Association canadienne des guides de montagne. Elle a travaillé pendant deux hivers comme guide de traineaux à chiens à Canmore, Alb., et elle a guidé des circuits de randonnée pour Canada Nature Tours et Rockies Adventure Tours en Alb. et en C.-B. pendant quatre saisons d’été.

Maud joindra l’équipe de Outside the Cube le 24 septembre.

OTC Back on the Trail of the Yukon Quest

echo — Wed, 12 Sep 2012 11:48:08 GMT

When the Yukon Quest 1,000 Mile International Sled Dog Race starts in Whitehorse on February 2nd, celebrating its 30th Anniversary, Outside the Cube will be travelling the trail.

OTC replied to a request for a proposal put out by the Yukon Quest organization, and was chosen to provide communications services for the 2013 event, effective immediately.

The team members at OTC have worked with the Yukon Quest organizations in a number of capacities in the past, including media, communications, sponsorship, and strategic and business planning since 2004. As well, OTC has been a corporate sponsor for over five years.

“It’s great to be back working with the organization on both sides of the border. This is an iconic event and was one of the reasons I moved to Yukon. Our whole team loves the race and our office is full of bibs and posters,” said Dee Enright, President and CEO of OTC.

“It was a tough decision to make last November to resign the account, but the right one at the time. Now we are thrilled to renew our relationship and be back as part of the team – and for the 30th anniversary no less!”

The Cube Yukon Quest team includes: Dee Enright, who has worked with the race since 2004; Martha Taylor, an experienced musher and head of sport at OTC; Echo Ross, who began following the Yukon Quest in 2003 as a reporter for the Whitehorse Star, and is OTC’s Media Relations Manager; Pixie Ingram, one of the founding Yukon Quest team members at OTC, who helped build the social media and Facebook family to over 10,000 fans; Emilie Joslin, a writer at OTC and former employee of the Yukon Quest; and Alastair Smith, a Digital Strategist who has been part of the YQ OTC team since the beginning.

OTC’s duties will include all aspects of communications including negotiating filming rights, media relations, media accreditation, and assisting with web and social media sites – leading up to, during, and after the race. A team will spend the entire two weeks, from Whitehorse to Fairbanks, following the mushers on the Yukon Quest trail.

The race starts February 2nd in Whitehorse, and will finish in Fairbanks, Alaska.

OTC, Food Network Invite Locals to Join In

echo — Mon, 30 Jul 2012 17:53:32 GMT

The buzz is all around town as Food Network Canada and Lone Eagle Entertainment Ltd., producers of the popular show You Gotta Eat Here! hosted by John Cattuci, profile two of Yukon’s most popular restaurants – Klondike Rib and Salmon and Antionette’s. Now locals and visitors are invited to get in on the action.

“We are really excited to try new ways to market the Yukon and showcase everything we have to offer visitors. But before all that happens we need folks to dine at the restaurants on the days of filming. It’s not hard work, just do what you always do – order and enjoy your favorite dishes – and you may be on television!” said Dee Enright, CEO of Outside the Cube, the Agency of Record for Yukon Tourism.

“Diners who are at Klondike Rib and Salmon on Monday, July 30th between 10:15 am and 2:30 pm, or at Antoinette’ s on Wednesday August 1st between the same times, can be part of the filming. We are hoping lots of people will choose those days to treat themselves to some delicious food at the restaurants!”

Besides the show segments that will be filmed, OTC is working with the network to develop a contest and promotional spot that will allow foodies and travellers across Canada to enter to win a trip to Yukon in the You’re Gonna Eat Here Contest. The contest spots will feature John Cattuci and stunning Yukon landscapes and activities. Catucci and the crew were on location at Miles Canyon early Saturday morning filming the spots.

While final air dates for the show segments featuring the restaurants are not yet determined, the contest is expected to air in the spring to coincide with Tourism Yukon’s marketing to promote summer travel to Canadians.

“It’s about breaking through the clutter and engaging with those who are most interested in and likely to travel to Yukon,” said Enright. “Profiling the people and food we have, as well as our landscapes, will let us maximize our dollars and extend our reach. We know our visitors watch food shows and this food show in particular. We had strong response to the television morning show segments we did last year in Calgary and Vancouver with Miche Genest for Yukon Tourism, and this continues to build on that but at a national level.”

You Gotta Eat Here! Is produced by Lone Eagle Entertainment Ltd., an independent television production company based in Toronto.

OTC Celebrates Diversity in Tourism Yukon Banners

echo — Fri, 27 Jul 2012 16:27:03 GMT

OTC's creative team illustrated and designed the latest series of tourism banners seen on flagpoles throughout Yukon.

To complement their marketing campaigns, Tourism Yukon adorns the streets, highways and buildings of Yukon communities with hundreds of vivid fabric banners to welcome visitors to our home. The banners celebrate Yukon’s rich cultural heritage and scenic beauty while creating a unified presence for tourism across the territory.

As Tourism Yukon’s agency of record since August 2011, OTC was tasked with developing, designing and producing a new series of banners for display. Inspired by the diversity of tourism sectors in Yukon, OTC’s creative team developed the concept for this series of banners based on an illustrative approach.

The series consists of five English and one French illustrated banners that represent a cross section of the various icons and attractions that make the Yukon so special.

Much like Yukoners, each illustration is unique and features a vibrant yet sophisticated palette of colours. Together, the series forms a continuous landscape, representative of the fabric that connects Yukoners and welcomes visitors to our home. The design consists of original watercolour pencil illustrations with digital colour enhancements.

For a close look at the individual banners, check out this album on OTC's Facebook page!

OTC Helps Recognize Tourism Contributors

echo — Mon, 07 May 2012 11:31:36 GMT

After another successful year in the tourism industry, six Yukon businesses were recognized for their hard work with the 2012 Yukon Tourism Awards of Excellence.

Presented at the TIA Yukon Spring Conference, the Awards of Excellence are sponsored by Outside the Cube and recognize extraordinary achievement and commitment by individuals, companies and associations.

"It is a privilege to be able to support these awards and see the industry, the territory and the country celebrate the achievements of the nominees and winners," said Dee Enright, OTC President and CEO. "We like sponsoring celebrations!"

The winners of the 2012 Yukon Tourism Awards of Excellence are:

Volunteer of the Year Award - Teena Dickson, Dickson Outfitters
Creative Travel Media Award - Dan Barham, Dan Barham Photography
Sustainability Leadership In Tourism Award - Blaine Walden, Walden’s Guiding & Outfitting, Ltd.
Marketing Innovation Award - Air North, Yukon’s Airline
Innovator of the Year Award - Mary Jane Warshawski & Craig Hougen, Taku Sports Group
Yukon Tourism Ambassador Award - Steve Leonard, Holland America

Winners will be nominated for the Tourism Industry Association of Canada’s (TIAC) 2012 Canadian Tourism Awards, which will be announced at their annual gala in November.

Making the Most of Marketing Mistakes

echo — Wed, 02 May 2012 14:07:00 GMT

OTC ran our annual contest at the Tourism Industry Association of the Yukon (TIA Yukon) Spring Conference, held this past weekend in Whitehorse and Haines Junction.

Every year the Cubers try and engage the conference attendees in something new and get them to do some creative thinking. This year, we asked people to share some of the marketing errors they’ve either made or encountered. We saw some fantastically bad ads – because we like to laugh at ourselves, we shared one of our “uh-ohs” as well!

The prizes included a quarter page ad in the 2013 Yukon Vacation Planner, with ad design by OTC, a gift card to Volare restaurant and some delicious bison burgers.

The winners of the OTC TIAY contest were:

1st place: Northern Vision Development, with "Youkon"

2nd place: Yukon Convention Bureau, with "Guess what's coming?"

3rd place: Brian S., with "Air Canada in Beaver Creek"

Thank you to everyone who participated and we will see you all next year!

*If you spot a marketing blunder, feel free to share with us on our Facebook page!

We're Hiring!

echo — Thu, 05 Apr 2012 18:29:52 GMT

The Cube is growing and we're on the lookout for some smart, talented people to work on fun projects. Oh, and the other staff are pretty entertaining too.

We're currently looking for an Account Manager, Digital Services. We need your expertise in all things digital!

Applications now closed. Thanks to all who applied.