Northern lights in the spotlight
Tourism exhibit seeks to brand NWT as aurora capital of the world
Daron Letts
Northern News Services
Published Tuesday, December 10, 2013
VANCOUVER
Canada Place in Vancouver is the venue for an ongoing Northern lights-themed NWT Tourism exhibit this month. The display, which kicked off with an event on Friday evening, showcases the territory's new tourism slogan, touting the NWT as "the aurora capital of the world."
Arctic Air star Adam Beach, left, NWT Tourism executive director Brian Desjardins and ITI tourism officer Judith Venaas of Inuvik unveil the new NWT "the aurora capital of the world" brand campaign in Vancouver's Canada Place on Dec. 6. The new aurora logo was featured on the sails displayed outside the building. - photo courtesy of NWT Tourism
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Residents of the B.C. capital, which represents the largest domestic market for the territory's aurora tourism industry, and visitors to the province have an opportunity to virtually tour all the regions of the NWT while getting a five-minute film on the aurora borealis shot in 3-D.
"We launched this because we want our competitors - we want the world - to know that we are the aurora capital of the world," said Brian Desjardins, executive director of NWT Tourism. "We're following the strategy set out by directors of the NWT Tourism board to own the aurora."
The claim-to-fame is based on science, he added, citing data compiled by AuroraMAX, an online observatory and outreach project created by the Canadian Space Agency, the University of Calgary, Astronomy North Society and the City of Yellowknife.
According to Eric Donovan, professor of physics and astronomy at the University of Calgary, the NWT offers optimal aurora viewing conditions because the semi-arid subarctic climate provides many clear, cold nights that are perfect for viewing the Aurora, low levels of light pollution, flat landscapes with few obstacles for viewing and an ideal geographical vantage.
David Ramsay, Minister of Industry, Tourism, and Investment, attended the campaign launch at Canada Place last week, which was dubbed the Light Up the Night event.
"It really is the world’s greatest light show, and you can have a front row seat in the Northwest Territories," he said. "We have room for everyone – with 1.2 million square kilometres, we have plenty of room for you to visit and enjoy the sights."
Yellowknife Mayor Mark Heyck and Hay River Mayor Andrew Cassidy also attended. Desjardins emceed the event alongside Adam Beach, star of the Arctic Air TV series set in the territory. Juno-winning recording artist Leela Gilday performed, and photography by Dave Brosha was featured as well.
The 3-D film on display was shot two years ago by New York-based filmmaker Ikuo Nakamura. Desjardins said NWT Tourism plans to bring him back North next summer to shoot more 3-D footage.
According to tourism estimates released by NWT Tourism earlier this year, 15,700 aurora viewers travelled to the NWT, up 112 per cent from 7,400 aurora viewers from the previous season and breaking the previous record from more than a decade ago. Visitors came from Canada, Japan, China, South Korea, Australia, Britain, Germany, Switzerland and other countries.
Originally built as Canada's pavilion for Expo '86, Canada Place continues to showcase Canadian experiences to residents and visitors.
