YELLOWKNIFE (February 17, 2012) -- Northwest Territories Tourism has released their 2012/13 marketing plan. It will guide tourism marketing efforts, promote key iconic attractions such as the Aurora Borealis and world-class natural wonders, and build upon the current Spectacular brand.

“Our territory has some of the world’s top tourism attractions, and this plan is a key element in attracting visitors to experience the natural beauty and wonder of the NWT for themselves,” said David Ramsay, Minister of Industry, Tourism and Investment. “Tourism plays a fundamental role in the NWT economy, and I am confident NWT Tourism’s marketing plan will help grow and develop our tourism industry.”

Developed with input from local industry partners and the NWT Tourism Marketing Advisory Committee, and supplemented with research from the Department of Industry, Tourism and Investment and the Canadian Tourism Commission, the plan builds upon the success of the 2011/12 marketing plan, with a focus on five key brand icons that represent travel products and regions of the NWT:

1. Aurora Borealis (and winter products) – Focus on northern lights and related winter products such as dogsledding, snowmobiling, snowshoeing, and ice fishing.


2. Lakes and Rivers – Focus on fishing, paddling, cruising and sightseeing.


3. Parks and Wilderness – Focus on parks throughout the NWT, as well as on wildlife viewing.


4. Culture and People – Focus on the cultural diversity of the NWT, including festivals, arts and crafts and the people of the territory.


5. Northern Realities – Focus on northern aspects of great interest to visitors, such as ice roads, midnight sun, and float planes.

“We are confident that our marketing plan for 2012/2013 is our most comprehensive and ambitious plan to date,” said Jenni Bruce, Chair of the Board at NWT Tourism. “The plan combines new marketing strategies such as social media marketing with more traditional strategies such as print advertising. Our main goal continues to be to increase tourism in the NWT, which will benefit our economy and, ultimately, all of the people who live in the NWT.”


For more information, contact:

Alayna Ward
Manager, Public Affairs and Communications
Industry, Tourism and Investment
Government of the Northwest Territories
867-920-8696

Julie Warnock
Communications Coordinator
NWT Tourism
867-873-5007