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Promoting Nunavut on TV

Jeanne Gagnon
Northern News Services
Published Monday, February 28, 2011


Nunavut and the other two territories will be promoted as a year-round tourism destination to television viewers in five Canadian cities thanks to a $3.5 million federal investment.

Nunavut MP Leona Aglukkaq announced earlier this month the Pan North Consortium will receive the Canadian Northern Economic Development Agency funding over four years for a pan-territorial marketing campaign promoting all three territories as a "unique and dynamic place to visit."

The campaign, built on the success of the one done by the consortium during the 2010 Winter Olympics in Vancouver, is meant to promote all three territories to residents of Montreal, Toronto, Edmonton, Calgary and Vancouver starting in mid to late March. The television ads are intended to draw people to the "Canada's North" website, which will then direct them to each territory's tourism website, said Colleen Dupuis, chief executive officer of Nunavut Tourism.

"Over the next four years, there will be three campaigns a year of about two to two-and-a-half weeks per campaign," she said. "We are certainly hoping that it will help the awareness of the North grow and from what we have seen of the first drafts of the ads, they will be quite spectacular."

She added the campaign's success will be measured against targets of increased interest and visitorship, targets she would not disclose.

The campaign, which includes online social media, will highlight the various tourism activities and experiences all three territories have to offer to "outdoor adventurists and cultural explorers" in the five cities, stated the federal government in a press release.

"Our government is investing in this marketing campaign to encourage more Canadians to experience the North's spectacular scenery and unique culture," stated Aglukkaq in a press release. "This investment across all three territories will create significant long-term business and job opportunities in northern communities."

Peter Taptuna, Nunavut's minister of Economic Development and Transportation, stated the money will promote the North as an "amazing place" to visit.

"This pan-territorial marketing campaign will put Nunavut and the rest of the territories in the hearts and minds of people across Canada," he stated in a press release.

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