Northwest Territories pitches Canadians to relocate
The NWT Government invites folks to 'Come Make Your Mark' through an extensive multimedia campaign that will first focus on Northern Ontario.
Ever wondered about life in Yellowknife?
With a new extensive national marketing campaign squarely aimed at Canadians who might be curious, The Government of the Northwest Territories is inviting people to ‘Come Make Your Mark’ – hoping that a short-term visit will transform into a long-term relocation.
The campaign launches on April 8 and continues until June 13 in four Northern Ontario communities – Timmins, Sudbury, North Bay and Sault Ste. Marie – with extensive print, radio, billboard and transit advertising. A microsite – ComeMakeYourMark.ca – has also been created, as well as a Facebook page. Toronto’s Sonic Boom is responsible for creating the website.
The promotion will also feature a radio contest that offers the lucky winner a free trip to the NWT.
‘The Northwest Territories suffered a decline in population last year,’ the NWT Government’s Department of Industry, Tourism and Investment spokesman Darren Campbell tells MiC. ‘Our workforce is also aging, so we’re looking to replenish on both fronts.’
As a result, Campbell says the campaign is focused on several target demographics: student graduates 24 to 30 years of age; current professionals from 30 to 45, skilled workers 30 to 60 and mature professionals 50 to 70.
Yellowknife’s K2 Communications handled the creative and Tait Communications – also from Yellowknife - handled the media buy of the campaign, which will roll out regionally throughout the rest of Canada over the next two years. It will reach out to the rest of Ontario, Atlantic Canada (Newfoundland, New Brunswick and Nova Scotia), Quebec and Northern BC in September.
Information kiosks will also be set up at four trade shows in each Northern Ontario city: the Home And Garden Expo, North Bay, April 9-11; The Sudbury Sportsman Show, April 9-11; The 63rd Annual Sportsman Show in Timmons, April 24-25, and the Station Mall in Sault Ste. Marie (dates TBA).