Whitehorse Daily Star

Tourism Yukon launches webpage, Facebook group

The Yukon’s Tourism department has launched a webpage and Facebook group to attract B.C. tourists to the territory after the border opens on July 1.

By Whitehorse Star on June 25, 2020

The Yukon’s Tourism department has launched a webpage and Facebook group to attract B.C. tourists to the territory after the border opens on July 1.

“If you’re a resident of B.C., you don’t have to wait for someday to see the Yukon, because it plans to be open on July 1st to residents of British Columbia,” says a page on the Travel Yukon website dedicated to potential visitors from the jurisdiction.

“So trade your staycation plans for real vacation plans this summer, and get ready for beautiful camping locations, glacier-fed lakes, native wildlife viewings, and scenic mountain hikes far away from the crowds.”

Visitors to the webpage are invited to contact “travel counsellors” for information on travel restrictions and border enforcement.

There is also a link to a “Travel Yukon” Facebook group specifically for B.C. residents.

The marketing campaign launched on Wednesday after the Tourism department was publicly criticized by tourism operators.

Earlier this week, Rich Thompson told the Star that the delay in marketing to B.C. residents was a wasted opportunity. Thompson is the chair of the Yukon’s Business Advisory Council.

“If you’re going to make it available for B.C. residents to come up to the Yukon, you’ve got to be telling them the borders are opening, you’ve got to be advertising to them and be providing packages so they can book with some certainty,” Thompson said Monday.

“As long as there aren’t formal plans in place, it’s very difficult for operators to plan and make bookings; in fact, it’s impossible.”

Premier Sandy Silver announced the launch of the tourism marketing plan during a COVID-19 briefing on Wednesday afternoon.

Comments (10)

Up 3 Down 0

Harvey on Jun 30, 2020 at 7:42 pm

Rich buddy, let up we're all hurt'in brother. Look to the future not try to live in the blame of the past which is a losing strategy. Those dollars are gone, poof, gone.

Up 22 Down 5

Yukon Cornelius on Jun 27, 2020 at 4:21 pm

on Jun 25, 2020 at 5:12 pm Ken Putnam wrote:

"I get so tired of experts ranting on and on pretending their word is the gospel yet don’t have the decency or courage to use their real name. Right Yukon Cornelius?"
So what you're saying is that a YG Corrections Officer knows more about Marketing; Strategic Planning and Crisis Management than someone with a Masters degree who has sat on 30+ publicly-traded Boards of Directors and who has hired and fired CEOs?


On Jun 25, 2020 at 5:09 pm Johnson wrote:
"yukon cornelius, that is an absurd assertion. That MONTHS AGO, they should have known where we'd be today."
Also, I'm not sure you know how marketing works, let alone digital marketing."

By your comment, I'm not sure that you could pass remedial English, since NO WHERE in my original post did I suggest that YG 'should have known where they'd be today'.

What I DID SAY was that "what was needed (months ago) was a cogent post-1st wave COVID-19 'Re-Opening Plan' that spelled out the requirements in the form of stage gates (or hurdles) that would have to be met (e.g. the 5-day moving average number of new COVID-19 cases can not exceed 'X'; or the percentage utilization of ICU beds in Whitehorse can not exceed 'X' percent) before each part of the Yukon economy opened up. This would have allowed tourism operators and venues (and by extension - tourists) to actually 'plan' ahead (as they saw the Yukon meeting its tourism stage gates (or hurdles).

The 'you can't push a rope' marketing adage that I referred to is in reference to the fact that a passive Facebook page or website does not in and of itself 'create' the marketing demand (i.e. the marketing 'pull') required to motivate prospective tourists from British Columbia to visit the Yukon during an airborne, global pandemic. The notion is as asinine as your and Ken's reply to my original post.

Bush league. Shame.

Up 14 Down 1

Yukoner123 on Jun 27, 2020 at 1:51 pm

Hey Tourism Yukon, how's that "made in Yukon" box coming along? Are you glad you hired a Vancouver firm to put that together?

Up 5 Down 4

Groucho d'North on Jun 27, 2020 at 8:44 am

The recent TV spot with the canoe in Miles Canyon should be put back on the air for the BC networks. Someday is here.

Up 7 Down 6

DA on Jun 26, 2020 at 1:27 pm

Matthew should re-read the title of this article.

Up 18 Down 8

Matthew on Jun 26, 2020 at 6:25 am

LOL! A facebook page is the best they can do? Glad they're doing so much with all that time they've had off...

Up 9 Down 13

Tourist Operator on Jun 25, 2020 at 6:59 pm

Yukon Corn, what are you doing posting on an obscure website in the Yukon? You should be the Minister of tourism or at least the deputy? No wait you are too good for that, you should be Premier, yeah Premier full of it and no sidekick.

Up 15 Down 22

Ken Putnam on Jun 25, 2020 at 5:12 pm

I get so tired of experts ranting on and on pretending their word is the gospel yet don’t have the decency or courage to use their real name. Right Yukon Cornelius?

Up 14 Down 16

Johnson on Jun 25, 2020 at 5:09 pm

yukon cornelius, that is an absurd assertion. That MONTHS AGO, they should have known where we'd be today.

Also, I'm not sure you know how marketing works, let alone digital marketing.

Up 64 Down 34

Yukon Cornelius on Jun 25, 2020 at 4:04 pm

A 'webpage' and 'Facebook group'? And how pray tell does YG expect potential tourists living in BC to even know said 'webpage' and 'Facebook group' even exists?

Obviously Slippery Sandy Silver hasn't heard of the old marketing adage: 'You can't push a rope'. In other words the entire point of 'marketing' is to identify your target market (in this case BC residents who otherwise would be having 'stay-cations' in BC) and 'communicate' the benefits of your product offering to them (as in by using print, radio and TV ads running in BC months ago - not some lame website or Facebook group that just passively sits there).

What WOULD have been needed (months ago) was a cogent post-1st wave COVID-19 'Re-Opening Plan' that spelled out the requirements in the form of stage gates (or hurdles) that would have to be met (e.g. the 5-day moving average of number of new COVID-19 cases can not exceed 'X'; or the percentage utilization of ICU beds in Whitehorse can not exceed 'X' percent) before each part of the Yukon economy opened up. This would have allowed tourism operators and venues to actually 'plan' ahead.

Instead, Yukoners got little more than dithering and 'reactive' measures by Slippery Sandy and his sidekick, Doc Holiday-Hanley.
Bush-league. Shame.

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