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Dear Valued Members,

This has been a year of unprecedented challenges. News has been almost unrelentingly bleak, and through all of these challenges, members have found ways to connect and share stories of hurdles jumped or of small wins that give encouragement and hope for the future. 

Today, I am delighted to share positive news regarding national recognition for the work done by the combined NWT Tourism and Outcrop Communications teams who work hard together for this industry every day. While the recognition received comes for work we did prior to COVID-19, I know that our combined team is well positioned to get out of the gate running when the pandemic passes and the time is right to host visitors again. 

Marketing a destination as spectacular as the NWT may sound easy, and our marketing team and partners may make it look easy, but making a destination stand out among so many other competing destinations that are using far larger budgets to position themselves to consumers is an ongoing challenge we work to meet every day. Our goal of building awareness of the Northwest Territories as a spectacular destination with so much to offer the visitor continues, although our current message is to visit when the time is right.

I am proud of how our marketing team, together with our Agency of Record, Outcrop Communications has worked at this for several years, but today, I am particularly proud. Their work carried out prior to the onset of Covid has been recognized by two different organizations this month.

The work recognized was specifically the Integrated Marketing Campaign that ran under the theme of “Something Here Will Change You” from November 2019 – March 2020. The campaign focused on offering people a VR experience to the NWT and featured 360 videos, a VR Car experience, an immersive experience at consumer shows, influencer visits, and paid and earned media. The campaign broke the established marketing metrics in terms of measurement and far exceeded expectations

This month the campaign has received marketing awards as follows.

Corporate Content Awards
For the past four years, the Corporate Content Awards has been celebrating the best in corporate narrative and storytelling throughout Europe. This is the first year the Corporate Content Awards were awarded in North America. Judges included representatives from companies like Blackberry, PayPal, FedEx, and Amazon Web Services, to name a few. There were several strong contenders but Northwest Territories Tourism, through the  Outcrop team, with their experiential partners at Brand Momentum, took home the following:
Gold: Best Use of Digital
Gold: Best Content Campaign to Assist with Corporate Positioning
Gold: Best Interactive Content
Bronze: Best One-Off Campaign
Grand Prix Award: the highest honour of the night
From the judges: Spectacular Northwest Territories hit every mark. It implemented a content campaign that was integrated, exciting, beautiful, memorable and emotionally impactful. It addressed the media, potential tourists and members of the travel trade alike. It was a stunning use of content to achieve a repositioning of Canada’s Northwest Territories. Judges have consistently been impressed by this comprehensive campaign, praising its stunning imagery, effective video and VR content and strategic communications. “This is a great multichannel approach,” said one judge, lauding the emotional brand connection and the clear expression of the campaign’s theme throughout its content. Another added, “It made me want to visit!” Spectacular Northwest Territories’ excellent use of content to achieve brand awareness and change perceptions make it a worthy recipient of the ‘Grand Prix’ award.

More information and the winners book (detailing each award submission) is available here:

Canadian Marketing Association Awards
The Canadian Marketing Association (CMA) is the voice of the marketing profession in Canada. The Gala, presented by TD, honoured the best in Canadian marketing, with more than 1,300 marketers registered to attend the immersive online experience built exclusively for the event. The CMA Awards are how Canada celebrates the marketing profession and its work.

The NWT Tourism Integrated marketing campaign won Silver in the category of Brand Building.

It never ceases to amaze me at how our small northern team punches above its weight in marketing strategy, creativity and tactical execution. I have been saying this about our team here at home, but it is great to see national recognition for the work they do for our industry, which makes a valuable contribution to our territory's economy. The recognition from industry peers should give confidence regarding the level of marketing that Northwest Territories Tourism does with our Agency and their partners. The quality of marketing being done on behalf of the territory means the NWT will be well positioned to stand out to attract visitors when the time is right.  

Please join us in celebrating the Northwest Territories Tourism marketing team and the Outcrop Communications team - a winning combination - on these significant wins for our organizations and for our industry.

Best Regards,

Cathie Bolstad
CEO, NWT Tourism
Phone: 867-873-5007, Extension 1005.