September 17, 2018
The media spotlight will once-again be on the Inuvik-Tuktoyaktuk Highway (ITH) this week with the arrival of Chevrolet Canada and a fleet of travel and automotive writers, photographers and videographers. The visit is a part of Chevrolet’s launch of their newest Silverado on the NWT’s iconic new highway.
According to Lisa Calvi of Odyssey International Ltd., the production company coordinating the launch, the location choice was simple.
“Auto manufacturers are continuously looking for new locations to launch their products. The communities of Inuvik and Tuktoyaktuk, now connected by the ITH, are a natural fit for showcasing the all-new Chevrolet Silverado,” said Lisa. “We fell in love with the warmth and hospitality of the Northern people and the pristine nature of this spectacular remote end of the earth.”
Support to Odyssey International Ltd., under the Film Rebate Program, helped to secure the project in the Beaufort Delta.
NWT Film Commissioner Camilla MacEachern says her office is seeing a lot of interest in the Inuvik-Tuktoyaktuk Highway and the Beaufort Delta Region, “It’s providing countless opportunities to promote the region as both a film and tourism destination. In addition to the significant value of media coverage that this campaign will provide, the program is spending dollars locally on flights, accommodations and tourism operators.”
The NWT is quickly becoming a hotspot for commercials, especially for the automotive industry. Earlier this year Volkswagen and Mercedes also drove north to film in the NWT.
Chevrolet’s launch includes TV spots, web content, and coverage in magazines, newspapers and online media platforms. Media travelling to the Inuvik-Tuktoyaktuk Highway include Canadian Living Magazine, Mountain Life Magazine, Bold Magazine, Torq Magazine, NetMedia 360, East Coast Lifestyle and the Globe and Mail, amongst others.
Building linkages between film and tourism is part of Take One: NWT Film Strategy and Action Plan, which outlines the Commission’s goals for the territory’s burgeoning film industry.