Government of Yukon


FOR RELEASE     #10-038
March 16, 2010


Enhanced marketing initiatives to expand Yukon reach

WHITEHORSE – Building on the key strategic priority to increase consumer awareness of Yukon as a travel destination, the Yukon government is investing an additional $500,000 for a total of $750,000 in annual funding for the domestic marketing campaign, Destination Yukon, and will increase the Tourism Cooperative Marketing Fund (TCMF) by $200,000 for a total of $700,000, subject to legislative approval.

“Destination Yukon integrates and builds on the success of previous domestic marketing campaigns such as Gateway Cities, the National Marketing Campaign and marketing / media initiatives held during the 2010 Olympic Winter Games,” Tourism and Culture Minister Elaine Taylor said. “This additional funding will enable the Yukon tourism sector to maximize benefits generated by these initiatives, and the continued work by many individuals, businesses and organizations, whose significant contributions help sustain Yukon’s economy.”

Initiated in 2007, Destination Yukon responds to a key recommendation of the tourism industry to increase awareness of Yukon as a visitor destination in key target markets focused in the gateway cities of Edmonton, Calgary, Greater Vancouver and Toronto.

The TCMF has supported co-operative marketing partnerships with Yukon’s tourism sector to showcase Yukon to prospective visitors around the world. Since its inception in 2004, the fund has received more than 500 applications for marketing tourism products and participation at trade and consumer shows. 

“TIA Yukon has been working diligently on behalf of its membership with the Department of Tourism and Culture, to determine the allocation of available funds,” Tourism Industry Association of Yukon President Rod Taylor said. “The TCMF is an excellent program that produces direct, measurable results on an individual basis for those who take advantage of the fund. We are pleased to see the fund increased this year. The additional funding will allow industry to further secure positions in the marketplace.”

The Department of Tourism and Culture invests over $5 million annually through a variety of programs and services to market tourism worldwide. This includes product development, domestic and overseas marketing and visitor services.


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Contact:  

Emily Younker
Cabinet Communications
867-633-7961
emily.younker@gov.yk.ca

 

Karen Keeley
Communications, Tourism & Culture
867-667-8304
karen.keeley@gov.yk.ca

 


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Minister Taylor announces an additional $500,000 for the domestic marketing campaign, Destination Yukon, and an increase to the Tourism Cooperative Marketing Fund of $200,000, subject to legislative approval.