look UPnorth

look UPnorth

April 10, 2007 09:00 ET

Canada's Three Territories Visit Toronto to Encourage Southern Canada to Look Up North

TORONTO, ONTARIO--(CCNMatthews - April 10, 2007) -

Editors Note: A photo for this release will be available on the CP picture wire via CCNMatthews.

The three territorial premiers - Premier Dennis Fentie, Yukon (YT); Premier Joe Handley, Northwest Territories (NWT); Premier Paul Okalik, Nunavut (NT) - are visiting Toronto today to promote northern Canada as a great place to visit, invest and live, as part of the multi-faceted National Marketing Campaign, titled "lookUPnorth" (www.lookUPnorth.ca).

Each territory is home to stunning vistas, amazing wildlife, world class touring and adventure tourism that attracts more than 400,000 visitors from around the world each year. The North is bursting with activity as demonstrated by the recent 2007 Canada Winter Games and offers diverse Aboriginal culture, as well as internationally recognized art, music and cultural festivals.

To showcase the North's rich and vibrant culture, the National Marketing Campaign, along with the three territorial governments, will be hosting a "Wonder" event today at Toronto's Design Exchange. A select audience will explore the territories as a tourist destination through contemporary and traditional performances, authentic northern cuisine, such as musk-ox, and vignettes to illustrate the beauty of the Northern experience.

"The territories have a strong reputation among international travelers and a global presence across diverse industry sectors," said Yukon Premier Dennis Fentie. "We felt it was time to increase this awareness throughout southern Canada, which is why we're here today inviting visitors North."

Michele McKenzie, President and CEO, Canadian Tourism Commission, will serve as master of ceremonies for the Wonder event to help encourage southerners to visit the North. Guests at the event will sample northern cuisine from NWT's world renowned chef, Pierre LePage, and will be entertained by singer Barb Chamberlin, Yukon; contemporary singer and 2007 JUNO Award winner Leela Gilday, NWT; Tli Cho Drummers, NWT; and throat singers Celina Kalluk and Kevin Kablutsiak, Nunavut.

"Across the North we are fortunate to be surrounded with incredibly beautiful and diverse landscapes. There are a multitude of outdoor activities including hiking, canoeing, and dog sledding to partake in, yet we can also provide fine dining and a wide range of musical and artistic venues to capture anyone's interest," said NWT Premier Joe Handley. "We want the South to experience the wonder and energy of the North."

Earlier in the day, the three premiers hosted a breakfast panel discussion at the Economic Club of Toronto to share insights into opportunities for southern Canadian-based businesses to establish operations in the North through joint ventures with Aboriginal businesses or as independent investments.

"The North has been blessed with both natural and cultural resources beyond imagination. As we move forward, we see a strong culture supported by a strong economy, based on proven and estimated mineral and energy resources, growth in our fisheries resource, and a unique tourism experience," said Nunavut Premier Paul Okalik. "We are here to educate southern Canada on our expanding and increasingly diversified economy that is open for business."

The "lookUPnorth" campaign was officially launched with in-cinema commercials on February 15, 2007 and runs until April 29, 2007 with concentration in the Toronto, Vancouver, Calgary, Edmonton, Ottawa and Winnipeg markets. The campaign also features multiple online ads, four television spots and free standing inserts, highlighting the economic opportunities, rejuvenating activities and natural wonders that each of the territories has to offer to businesses and tourists. All campaign materials drive consumers to lookUPnorth.ca.

The campaign includes an original musical score composed and performed by artists from each of the three territories. Production of the campaign involved a variety of northern talent, including production teams, photographers, and videographers.

The "look up" theme of this campaign is reflected through photo montages in two distinct directions: to compel Canadians to "look up North for the vacation experience of a lifetime" or to "look up to invest, to innovate, to succeed," as "business is heading North." The economic development ads also highlight the forward momentum of the North and the multiple ways to access it through captions such as: "Fly Up," "Sail Up," and "Drive Up."

Aligned with the National Marketing Campaign, and an example of the outstanding infrastructure that exists in the North, were the 2007 Canada Winter Games. The national event took place in Whitehorse, Yukon, from February 23, 2007 to March 10, 2007 and featured 2,649 athletes from across Canada.

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