FOR RELEASE     #05-019
January 31, 2005

WHITEHORSE - Once again Yukoners are seeing the red coats worn by media, organizers and contestants gathered for the Fulda Challenge Extreme Arctic Winter Adventure. This year's Challenge is taking place throughout Yukon communities Jan. 29 - Feb. 6.

The Government of Yukon's investment of $150,000 through a co-operative marketing agreement is used to promote media broadcasts and print articles seen throughout Europe and North America, generating $186,000,000 in estimated media exposure.

"The event is expected to reach an estimated 400 million viewers and readers in 2005," Tourism and Culture Minister Elaine Taylor said. "This initiative provides us with an opportunity to generate significant awareness of the Yukon as a travel destination."

Bernd J. Hoffmann, the chair of the Fulda Board, stated that events like this highlight destination Yukon not only to consumers and travel trade but also to potential corporate sponsors of other activities like the incentive travel market.

"This is the fifth Fulda Challenge and the media interest continues to steadily grow each year, increasing the awareness for all sponsors involved," Hoffman said.

The challenge contributes to $1.1 million in local spending on equipment rentals, transportation, food and beverages, accommodations, staging of events and other services during its nine-day run in the territory.

The athletes and entourage will travel approximately 2,000 kilometres following the Gold Rush trail of 1898, profiling the "Klondike Highway."

-30-