Tourism Yukon conducts Toronto campaign
Tourism Yukon conducted a new marketing campaign in Toronto recently. The initiative, developed by Outside the Cube of Whitehorse, took place during mid-April. It consisted of outdoor projection ads from Media Merchants that displayed videos of the territory's landscapes, Northern Lights, midnight sun and cultural activities. The creative was intended to contrast the wilderness of the Yukon with the urban environment of Toronto. The ads ran for three consecutive nights in locations including outside the Air Canada Center during a Maple Leafs game, on The Esplanade on a Friday night and at the intersection of Yonge and Gould on Saturday. "Toronto is a key market for Tourism Yukon, but making an impact through all the noise can be a challenge," said Dee Enright, president and CEO of Outside the Cube. “We developed six videos, each of which represents a pillar of our Yukon tourism product. They were about 40 seconds each so they only provided a small taste of what we have to offer. The portals were surrounded in a display of Northern Lights and included the sounds of paddling, dog teams, First Nations drumming and silence. They were a stark contrast to the street lights and sirens of Toronto. It was amazing to see people stop in their tracks, record the videos on their phones, take photos and share them. For that short time period we allowed them to feel what they could feel if they visited Yukon."