FOR RELEASE     #05-049
March 4, 2005

WHITEHORSE - The Yukon government has launched its new Alaska Highway Scenic Drives marketing campaign. Acting Tourism and Culture Minister Glenn Hart announced the $350,000 campaign today at the Whitehorse visitor reception centre.

"Tourism is an important part of our economic strategy," Hart said. "Successful marketing means more tourists, and that means jobs and business opportunities in our communities."

The campaign includes a direct mail-out and email blitz to over 100,000 targeted leads acquired through purchased direct mail lists and marketing partnerships. In addition, a new website will offer the potential traveler a virtual tour of the Yukon’s Alaska Highway through colourful images and information on communities, people, attractions and events.

Targeted leads will receive a compelling direct-mail marketing piece encouraging them to log onto the http://www.driveyukon.com/ website, to explore the Alaska Highway Scenic Drive, to enter a contest that awards five prizes of $1,000 of gasoline and to order a Yukon Vacation Planner for further planning information. 

"I am very excited about this initiative," said Hart. "This marketing campaign is designed to increase and enhance interest in travel on the Alaska Highway. The intent is to entice visitors to stay longer and experience Yukon’s friendly customer service, spectacular scenery and first-rate attractions along the highway."

The Department of Tourism and Culture met with communities and First Nations along the highway as the program was developed. The department will continue to consult with these stakeholders as the program is enhanced and expanded.

Colin Dean, Chief Administrative Officer of the Village of Haines Junction, is excited about the new campaign. "The web site has an excellent look and feel," he said. "It's user friendly, interactive, and I congratulate those involved in creating such a valuable virtual tool to promote the Alaska Highway."

Funding allocated to this program will be spent on the direct mail program, travel trade initiatives, the website and to develop media stories that showcase Yukon communities.

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