The territory will spend $200,000 on branding the Yukon for tourists.

On Friday, the government announced a $200,000-contract had been awarded to a team of companies led by Zero Gravity from Calgary.

The project also includes Whitehorse-area companies Aasman Design, Pawlovich and Associates and DataPath Systems as well as Calgary-based Cameron Strategy.

In an interview this morning, Pierre Germain, director of marketing for the Department of Tourism and Culture, described the brand strategy as a 'glue' connecting the various aspects of tourism in the territory. They range from adventure tourism to tour groups to the convention and meeting tourism market.

'(It will) try and define what the personality of the Yukon is,' he said.

In a background document on the strategy, it notes the strategy will be a foundation to base guidelines, protocols, partnership programs, taglines, logos, licensing and merchandising.

The work on the strategy will begin with consultations with Yukon first nations, municipalities, the tourism industry and Yukoners in general.

Tourism and Culture Minister Elaine Taylor said in an interview this morning discussions will start right away and continue for the next two months, with the possibility of extending it for the next two months.

While that is at the height of the busiest season for many tourism operators, Germain said, there will be a number of ways for stakeholders to have their say.

A survey will be available on-line for anyone who wants to respond, and it will be sent directly to all municipalities and first nations in the territory.

Meetings will also be held with industry shareholders.

As well, workshops are planned for groups involved in tourism like the Tourism Industry Association of the Yukon and the Wilderness Tourism Association of the Yukon, among others.

If it's found that those being consulted are too busy in the next couple of months, there's some flexibility to extend the discussions, though Germain said the strategy should be done within this fiscal year.

'We need to talk to Yukoners,' he said.

The strategy is expected to be completed in December with an April 1, 2006 implementation date.

The strategy will be monitored by the department following next April's implementation through media monitoring, polling, focus groups, Internet tracking of tourists' response, conversion studies and visitor exit surveys.

Taylor said identifying a brand strategy was a top priority in her department's tourism branch.

'The Yukon government recognizes that a clear and identifiable Yukon tourism brand will ultimately benefit all sectors of the tourism industry, thereby ensuring that tourism remains a top economic generator in the territory,' Taylor said in a statement Friday.