2010/11 marketing planning sessions

2010/11 MARKETING PLANNING SESSIONS
NORTHWEST TERRITORIES TOURISM
|
HUNTING SECTOR
JUNE 14 - 18
welcome
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
the process
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
YEAR IN REVIEW
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
hunting visitor
statistics
2004-05 ................................. 1,279
2005-06 ................................. 1,308
2006-07 ................................. 1,216
2007-08 ................................. 984
2008-09 ................................. 942
2009-10 ................................. n/a
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
print & web
> Eastman’s, Safari, Bow Hunter, Peterson’s Hunting and
NWT Hunting Guides
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
Our wildlife is legendary, and so are our hunts
NORTHWEST TERRITORIES
Hunt in a paradise of mountains, boreal forests, barrenlands and arctic coastal
lowlands. Our rugged landscapes are so vast and beautiful they will almost
leave you breathless. For more information on a truly spectacular hunting and
wilderness experience, visit our website or call toll-free 1.800.661.0788
PETERSONS HUNTING MAGAZINE
DOCKET #:
1759-A601
CLIENT:
NWT TOURISM
VERSION:
A
SIZE:
7.75” x 10”
COLOUR:
CMYK
JOB DESCRIPTION:
Peterson’s Hunting
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
PAPER SPECS:
REVISION:
1
DATE:
Nov / 18 / 09
TIME:
4:01 PM
DESIGNER:
SF
PRODUCTION NOTES:
PR
CW
AD
CD
AM
CL
PR – Proofreader
CW – Copywriter
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
AD – Art Director
AM – Account Manager
CD – Creative Director CL – Client
OUTCROP COMMUNICATIONS LTD. / Suite 800 / 4920-52 Street / Yellowknife / Northwest Territories / Canada / X1A 3T1 / T. 867-766-6700 / F. 867-873-2844 / www.outcrop.com
STEVE FREAKE | NWT TOURISM
ands
for shore. To bag one of these
magnificent trophies, you’ll hike
much closer, along sandy eskers
carpeted with mosses, lichens
and red-leaved berry bushes.
g game on the barrens
n the vast tundra, clusters of exotic muskoxen graze, their
y coats swept by the winds. Trophy bulls carry heavy
d horns, well suited to the head-butting battles of mating
n. Their foraging often takes them near the banks of
nlands rivers, where you can travel by boat to find them.
ou move restlessly year round. Their spring migrations
hem to calving grounds in remote regions of the mainland
west Territories. They spend the summer grazing on
s to build up much-needed fat for the rut and return
tion. During the August and September hunting season,
e at the peak of their weight as they move southward. Bull
ou racks reach their maximum growth and may measure
1.5 metres along the curve of the main beam, and up to
re in width. After mating season, caribou winter in the
l forest south and east of Great Slave Lake.
time hunting adventure with a flight from Yellowknife, the boreal
mer colours of the open tundra. Stepping off the floatplane, you’re
ir of the Barrens – a vast wilderness unlike any other you’ve
n the Northwest Territories Barrenlands stretches north of Great
ver and east to the edge of the Thelon Game Sanctuary. The
mps scattered across this region are operated by experts who know
erns of the great caribou herds. Some also offer wolf, wolverine,
. You’ll stay in a well-equipped and comfortable tent camp or
undra in your quest for a record-book trophy.
2010 MOUNTAIN HUNTING GUIDE
2010 BARRENLAND HUNTING GUIDE
Quick-moving Dall’s sheep and elusive mountain goats
offer a great hunting challenge. These snow-white
monarchs of the peaks can spot you a long way off, and
will take advantage of their speed and sure-footedness
to find haven out of range. Alpine hunting adventures
begin in late summer or early autumn, with a bush plane
spectacular
high country
The Mackenzie Mountains are the northern extension
of the Canadian Rockies. They stretch 937 km from
British Columbia to the Peel River Valley, covering over
140,000 sq km. The mountains are mainly limestone,
dolomite and shale, and extensive areas of alpine
tundra are found throughout the region. The annual
harvest of Dall’s sheep in the mountains is less than
2% of the estimated population. About 14,000 to
26,000 Dall’s sheep find habitat in ranges that include
mountains with peaks reaching 2743 metres (9,000
feet) and in river valleys high above the treeline.
SIMPLY SPECTACULAR
or helicopter flight from Norman Wells or Fort Simpson
into your well-equipped, comfortable base camp in
the pristine, uninhabited foothills. You’ll head up to
sheep country on foot or horseback, guided by your
experienced outfitters.
dream trophies
A trophy hunt in the Mackenzie Mountains can get
your name in the record books. Prime game includes
Dall’s sheep and mountain goats, mountain caribou,
Alaska/Yukon moose, wolves and wolverines. Hare and
ptarmigan are plentiful. There’s also great fishing in
mountain lakes and rivers.
1.800.661.0788
spectacularnwt.com
1.800.661.0788
spectacularnwt.com
GANA RIVER OUTFITTERS
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
SIMPLY SPECTACULAR
1.800.661.0788
spectacularnwt.com
WAYNE LYNCH
NORTHWEST TERRITORIES TOURISM | 2010 MOUNTAIN HUNTING GUIDE | 1.800.661.0788 | SPECTACULARNWT.COM
SIMPLY SPECTACULAR
WAYNE LYNCH
CTACULARNWT.COM
2010 ARCTIC HUNTING GUIDE
Discover remote ranges where game runs free
gettable Northern landscape
ay to infinity.
ht of the
rs: a band of
n the move,
impressive
ou head
INTRODUCTION
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
coop marketing
> Revenues exceeded $2,500
> Offerings included Eastman’s, Safari, Peterson’s
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
World Famous Hunts in the
Pristine Northern Wilderness
World Famous Hunts in the
Pristine Northern Wilderness
Test your hunting skills in the remote, unspoiled vastness of the
Northwest Territories, where free-roaming game far outnumbers the
human population. Choose from an exciting variety of species and
hunting packages in the Mackenzie Mountains, the Barrenlands or along
the Arctic Coast. For more information on our hunting operators visit our
website or call 1-800-661-0788.
Test your bowhunting skills in the remote, unspoiled vastness of the
Northwest Territories, where free-roaming game far outnumbers the human
population. Choose from an exciting variety of species and hunting packages
in the Mackenzie Mountains, the Barrenlands or along the Arctic Coast.
For more information on our hunting operators visit our website or request
hunting information at 1-800-661-0788.
ADVENTURE NORTHWEST
BIG GAME OUTFITTING
Spring and fall 5-day hunts for trophy
muskox, from the community of Holman.
100% success rates. Hunts are led by Inuit
guides. Opportunity to experience Arctic
landscape and visit a traditional community.
WWW.ADVENTURENW.COM
E. [email protected] T. 867.920.4330
SAFARI MAGAZINE
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
ADVENTURE NORTHWEST
BIG GAME OUTFITTING
Spring and fall 5-day hunts for trophy
muskox, from the community of Holman.
100% success rates. Hunts are led by Inuit
guides. Opportunity to experience Arctic
landscape and visit a traditional community.
WWW.ADVENTURENW.COM
E. [email protected] T. 867.920.4330
EASTMAN’S HUNTING MAGAZINE
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
trade/media shows
> ISE Denver
> ISE Sacramento
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
trade/media FAMS
> 3 Media FAMs
> Canada in the Rough, Wildfowl Magazine, Explorers’ Big Game Journal
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
statistics
> 679 Hunting inquiries
> 946 Hunting Guides downloaded
> 193 Sales Leads generated
> 4,500 jump offs from NWTT website to operator websites
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
budget
{from 2010-11 Marketing Plan}
Hunting Budget - $127,750
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
activity breakdown
> Print and web advertising ........................................... $75,000
> Hunting Guide.................................................................$22,750
> Media Fams.....................................................................$15,000
> Experiential/Promotions...............................................$15,000
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
$127,750
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
INNOVATIVE MARKETING
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
new world of
marketing
> Social Marketing (Twitter, Facebook, etc)
> Texting
> QR Code Promotions
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
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spectacular northwest territories
Grip your rod tiGht, you’re in the land of
monsters. Battle 50 plus inch pike and test your will aGainst record trout. when you’re tired of havinG your arms ripped off, Go for pure fun with feisty GraylinG, or hook the tastiest
whitefish and pickerel known to man. Just, uh, keep your toes out of the water. for more information aBout northwest territories vacations visit spectacularnwt.com or call 1-800-661-0788
follow us for your fishinG updates at
twitter.com/NWTFish
SPECTACULARNWT.COM
*Use your mobile phone to scan the barcode and hear the big fish story. Need software? Try scanlife.com.
*See bottom of page for instructions.
SPECTACULARNWT.COM
*Use your mobile phone to scan the barcode and hear the big fish story. Need software? Try scanlife.com.
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
NEW IDEAS
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
experiential ideas
> German Marketing Promotions
> Event at major shows such as FNAWS, or Safari Club
> Other ideas
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
OPEN SESSION
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S
feedback
> What do you think of the plan?
> What kinds of things would you like to see?
> Other comments
N O R T H W E S T T E R R I T O R I E S T O U R I S M | J U N E 14 - 18
2 010 / 11 M A R K E T I N G P L A N N I N G S E S S I O N S