September 14, 2017
The creativity and inventiveness of their “Discover Our Secrets” marketing campaign has landed NWT Tourism on the shortlist for the WestJet Social Media Initiative of the Year Award.
It is one of 13 national awards distributed annually by the Tourism Industry Association of Canada (TIAC) and the Toronto Star to recognize success, leadership and innovation.
The campaign was built around Canada’s 150th anniversary and shared 150 secrets that make the NWT a spectacular travel destination. The campaign was promoted extensively throughout Canada and gave away 150 trips to the NWT.
By the Numbers:
The campaign garnered a huge following. Here’s a breakdown by the numbers:
- Reached 3.6 million social media users
- 243,000 unique Spectacular NWT Website Visitors during the campaign who viewed over 718,000 website pages
- 73,515 Contest entries
- Triple the number of Explorer Guides ordered this year over last year
- Triple the number of enquiries to the NWT Tourism call center
The nomination is especially well-received as the campaign was a NWT-born project and the result of collaboration between NWT Tourism and its Agency of Record, Outcrop Communications in partnership with Air Canada and Touch the Arctic Tours.
It is the first nomination for NWT Tourism. Winners will be announced at the end of November 2017.
The Department of Industry, Tourism and Investment provides funding to NWT Tourism as the destination marketing organization for the territory. Marketing the NWT is a key part of Tourism 2020, the five year plan to build the territory’s tourism industry to $207 million annually by 2021.
The nomination was exciting news for Cathie Bolstad, Executive Director of NWT Tourism, “I want to acknowledge the passion and dedication of our small but mighty marketing team, the leadership of our Marketing Director, Ainsley Lamontagne, the incredibly creative and dedicated staff at Outcrop Communications, and the NWT residents who jumped on board leveraging social media to give our message a stronger voice.”
Click here to see all award nominees