Resident Readiness Strategy Stratégie de préparation des résidents - TD 659-19(2) TABLED ON MAY 30, 2022
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TD 659-19(2) TABLED ON MAY 30, 2022
Resident Readiness Strategy
Stratégie de préparation des résidents
Le présent document contient la traduction française du sommaire et du message de la ministre
TT
TO N / NW
KA ILA WAL
If you would like this information in another official language, call us.
English
Si vous voulez ces informations dans une autre langue officielle, contactez-nous.
French
Kīspin ki nitawihtīn ē nīhīyawihk ōma ācimōwin, tipwāsinān.
Cree
Tłı̨chǫ yatı k’ę̀ ę̀ . Dı wegodı newǫ dè, gots’o gonede.
Tłı̨chǫ
Ɂerıhtł’ı ś Dëne Sųłıné yatı t’a huts’elkër xa beyáyatı theɂą ɂat’e, nuwe ts’ën yółtı.
Chipewyan
Edı gondı dehgáh got’ı̨e zhatıé k’ę́ ę́ edatł’éh enahddhę nıde naxets’ę́ edahłı .́
South Slavey
K’áhshó got’ı̨ne xǝdǝ k’é hederı ɂedı̨htl’é yerınıwę nı ́dé dúle.
North Slavey
Jii gwandak izhii ginjìk vat’atr’ijąhch’uu zhit yinohthan jì’, diits’àt ginohkhìi.
Gwich’in
Uvanittuaq ilitchurisukupku Inuvialuktun, ququaqluta.
Inuvialuktun
ᑖᒃᑯᐊ ᑎᑎᕐᒃᑲᐃᑦ ᐱᔪᒪᒍᕕᒋᑦ ᐃᓄᒃᑎᑐᓕᕐᒃᓯᒪᓗᑎᒃ, ᐅᕙᑦᑎᓐᓄᑦ ᐅᖄᓚᔪᓐᓇᖅᑐᑎᑦ.
Inuktitut
Hapkua titiqqat pijumagupkit Inuinnaqtun, uvaptinnut hivajarlutit.
Inuinnaqtun
Indigenous Languages and EducationSecretariat: 867-767-9346 ext. 71037
Francophone Affairs Secretariat: 867-767-9343
4 ANGELA GZOWSKI / NWTT
Table of Contents
Minister’s Message 6
Message de la ministre 7
Executive Summary 8
Sommaire 9
Introduction 10
Key Areas of Focus for Resident Readiness 14
Feelings of pride and safety among residents 14
Skill development for tourism workforce 15
Investment in marketing to Canadian travellers 17
Support businesses to serve tourists 17
Related Resources 22
Action Plan 24
Feeling of pride and safety among residents 24
Skill development for tourism workforce 25
Investment in marketing to Canadian travellers 25
Support businesses to serve tourists 26
CampaignOverview 27
Resident Readiness Strategy 5
Minister’s
Message
The COVID-19 pandemic has In partnership with the
had an unprecedented effect GNWT’s destination marketing
on travel, the global tourism organization, Northwest
sector and the NWT tourism Territories Tourism (NWTT),
operators and service providers we are excited and looking
who represent the Northwest forward to once again sharing
Territories to the world. our territory’s natural beauty,
wilderness landscapes, rich
As it works to Emerge Stronger
cultural heritage and all that
from the pandemic, the
our individual communities
Government of the Northwest
have to offer.
Territories (GNWT) has
committed to supporting the This short-term strategy
tourism industry through highlights steps that we
this period of recovery and are taking to re-kindle our
future growth. famous welcoming spirit and
support NWT residents to be
As border restrictions ease, all
ambassadors to our world-
NWT residents can also play a
renowned and spectacular
role in welcoming travellers to
Northwest Territories.
our territory and communities.
Among these visitors will be
friends and loved ones, but Hon. Caroline Wawzonek
also individuals from Canada Minister of Industry,
and around the world, keen to Tourism and Investment
experience new adventures or
the much-anticipated trip of
a lifetime.
6
Message de
la ministre
La pandémie de COVID-19 En partenariat avec l’organisme
a eu un effet sans précédent de marketing de destination
sur les voyages, le secteur du GTNO, Tourisme TNO, nous
touristique mondial ainsi que sommes heureux et impatients
les exploitants d’entreprises de faire connaître à nouveau la
touristiques et les fournisseurs beauté naturelle, les paysages
de services touristiques des sauvages et le riche patrimoine
Territoires du Nord-Ouest culturel de notre territoire,
(TNO) qui représentent le ainsi que toutes les possibilités
territoire dans le monde. offertes par chacune de nos
collectivités.
Travaillant à une reprise en
force après la pandémie, le Cette stratégie à court terme
gouvernement des Territoires souligne les mesures que nous
du Nord-Ouest (GTNO) s’est prenons pour raviver notre
engagé à soutenir le secteur célèbre sens de l’hospitalité et
du tourisme pendant cette aider les résidents des TNO à
période de reprise et de devenir des ambassadeurs de
croissance future. notre territoire spectaculaire de
renommée mondiale.
À mesure qu’on assouplit
les restrictions frontalières,
tous les résidents des TNO
peuvent également contribuer Madame Caroline Wawzonek
à l’accueil des voyageurs sur Ministre de l’Industrie, du
notre territoire et dans nos Tourisme et de l’Investissement
collectivités.
Parmi ces visiteurs, il y aura des
amis et des proches, mais aussi
des personnes du Canada et
du monde entier, désireuses de
vivre de nouvelles aventures ou
de faire le voyage tant attendu
de leur vie.
Resident Readiness Strategy 7
Executive
Summary
The visitor economy makes NWT visitors. This group of This work will be carried out
a significant contribution Canadian travellers will be the in a way that encourages NWT
to Northwest Territories first to return now that travel residents to understand the
(NWT) residents’ quality of restrictions have eased. value of the tourism sector and
life. It supports the growth the opportunities it represents.
and sustainability of vital Historically, business travellers It will shift the perception of
services that contribute to are the group of visitors that “who” visitors are, making it
overall well-being. With this spend the most money in clear that the visitor economy
in mind, the Government of communities during their trips. includes family/friends,
the Northwest Territories With the wide availability of business travellers, and people
(GNWT) is committed to vaccines and the restart of from nearby communities. All
working with Indigenous and tourism operations, this group of these activities will involve
community governments will be encouraged to resume partnerships to maximize the
to increase tourism and to their participation in tourism benefits to residents.
develop local capacity and activities while travelling
tourism infrastructure. for business. The strategy looks toward a
vibrant tourism sector that
The COVID-19 pandemic had This short-term strategy is helps NWT residents welcome
immediate effects on the global designed to be a roadmap visitors and act as ambassadors
tourism industry, starting to recovery that is flexible to in sharing their cultures and
in late 2019. The GNWT meet changing local needs. their way of life.
introduced financial measures It connects to and supports
in 2020 and 2021 to protect the GNWT’s five-year strategy,
and stabilize NWT businesses Tourism 2025.
and is now planning for The Resident Readiness
social and economic recovery. Strategy focuses on four key
The Emerging Stronger areas to increase awareness
plan includes a number and appreciation of the sector’s
of commitments to assist contributions to the NWT
businesses in their recovery. economy and culture:
Among them is this strategy
to re-establish positive public | Feeling of pride and safety
sentiment toward travellers among residents
visiting the NWT. | Skill development for
Before the pandemic, the bulk tourism workforce
of NWT visitors were from | Investment in marketing to
other parts of Canada. Friends Canadian travellers
and family have always formed | Support businesses to
a significant proportion of serve tourists
8
Sommaire
L’économie du tourisme Avant la pandémie, la plupart | Sentiment de fierté et de
contribue de façon importante des visiteurs des TNO venaient sécurité chez les résidents;
à la qualité de vie des résidents d’autres régions du Canada. Les | Renforcement des
des Territoires du Nord- amis et la famille ont toujours compétences de la main-
Ouest (TNO). Elle soutient constitué une proportion d’œuvre touristique;
la croissance et la durabilité importante de ce groupe de
des services essentiels qui voyageurs canadiens, qui sera
| Investissement en
contribuent au bien-être le premier à revenir maintenant marketing visant les
général. Dans cette optique, le que les restrictions de voyage voyageurs canadiens;
gouvernement des Territoires ont été assouplies. Par le passé, | Soutien aux entreprises
du Nord-Ouest (GTNO) les voyageurs d’affaires étaient afin de servir les touristes.
s’engage à travailler avec les le groupe de visiteurs qui
gouvernements autochtones dépensait le plus d’argent dans Ce travail sera réalisé de
et les administrations les collectivités au cours de manière à encourager
communautaires pour leurs voyages. L’accès répandu les résidents des TNO à
accroître le tourisme, ainsi que aux vaccins et la reprise comprendre la valeur du
développer les capacités locales des activités touristiques secteur touristique et les
et l’infrastructure touristique. encourageront ce groupe à possibilités qu’il offre. Il
reprendre part à ces activités changera la perception de
La pandémie de COVID-19 a lors de voyages d’affaires. la personne définie comme
eu des effets immédiats sur le un visiteur, en indiquant
secteur touristique mondial, Cette stratégie à court terme clairement que l’économie
et ce, depuis la fin de 2019. Le est conçue comme une touristique comprend les
GTNO a instauré des mesures feuille de route flexible vers membres de la famille et les
financières en 2020 et en 2021 la reprise afin de répondre à amis, les voyageurs d’affaires,
pour assurer la protection et l’évolution des besoins locaux. ainsi que les habitants des
la stabilité des entreprises des Elle est liée à la stratégie collectivités voisines. Toutes
TNO. Il planifie maintenant la quinquennale du GTNO, ces activités impliqueront des
reprise sociale et économique. Tourisme 2025, et la soutient. partenariats afin de maximiser
Le plan Une reprise en force les avantages pour les résidents.
contient un certain nombre La stratégie de préparation
d’engagements visant à aider des résidents est axée sur La stratégie a pour but de
les entreprises à reprendre quatre principaux domaines créer un secteur touristique
leurs activités. Parmi ceux- afin de mieux faire connaître dynamique qui aide les
ci figure la stratégie visant à et apprécier les contributions résidents des TNO à accueillir
rétablir un sentiment positif du du secteur à l’économie et à la les visiteurs et à agir comme
public envers les voyageurs qui culture des TNO : ambassadeurs en faisant
visitent les TNO. connaître leur culture et leur
mode de vie.
Resident Readiness Strategy 9
Introduction
The visitor economy makes The COVID-19 pandemic (GNWT) introduced financial
a significant contribution to had immediate effects on measures in 2020 and 2021
Northwest Territories (NWT) the global tourism industry, to assist and stabilize the
residents’ quality of life. It starting in late 2019. In the sector. The plan for social
supports the growth and NWT, the sector pivoted to and economic recovery,
sustainability of vital services providing “staycations” and Emerging Stronger, set out
that contribute to overall many providers significantly a number of commitments
well-being. For example, reduced their operations. to assist businesses.
airlines connect northerners There was a dramatic drop in
to Canadians and bring demand for hospitality services. Emerging Stronger called
products to local doorsteps. As Restaurants had to reduce for a strategy to re-establish
well, restaurants, museums, hours for staff, the sale of local positive public sentiment
arts and cultural events, and arts and crafts decreased, and toward travellers entering
other recreational activities airlines reduced flights. The communities. NWT residents
improve the quality of northern loss of visitors had significant have pride in their communities
life and increase residents’ impacts on the services that and want to feel safe sharing
pride in their communities. a wide range of businesses their cultures with visitors.
With this in mind, the 19th were able to provide to NWT Before the pandemic, the bulk
Assembly committed to residents. The Government of NWT visitors were from
work with Indigenous and of the Northwest Territories other parts of Canada. Friends
community governments to
increase tourism, including
developing local capacity Australia, UK, Germany,
Korea South Africa, France
and tourism infrastructure.
These commitments were Norway
made in the context of a period China
of unprecedented growth in
the sector. In the 2018-19
fiscal year, the NWT welcomed Japan
87,000 leisure travellers. 2018-2019
This was an increase of 58% Airport Visitation
over the previous five-year
average. Visitor spending also
U.S.
reached its top performance
in that year, with more than
$200 million in revenue.
Canada
10and family have always formed NWT residents know when a temporary setback, and the
a significant proportion of their communities are GNWT will support tourism
NWT visitors. This group ready to welcome visitors. entrepreneurs to restart their
of Canadian travellers will A flexible approach will businesses. This includes
be the first to return when allow communities to begin supporting communities to
travel restrictions ease. receiving visitors when their feel comfortable with the pace
NWT residents actively residents are comfortable with of reviving the sector.
seek out and support their this opportunity.
friends and family to visit. This short-term strategy
They take an active role in Visitors bring increased connects to and supports the
their positive experiences. spending at local shops and GNWT’s five-year strategy,
restaurants, more recreational Tourism 2025.
Additionally, historical opportunities for everyone,
trends indicate that business and are a showcase for The five-year tourism strategy
travellers are the group of community pride and shared has a goal of supporting the
visitors that spend the most cultures. Tourism operators sector to rebound and recover,
money in communities are part of their communities using strong partnerships
during their trips. These and provide jobs and business and supportive communities
visitors are often essential opportunities throughout to provide compelling visitor
workers who are welcome in the territory. experiences. It acknowledges
communities. They are key that resident support is
parts of the supply chain, Emerging Stronger commits integral to offering a positive
have been involved in the the GNWT to work with and welcoming experience
construction of community partners such as NWT to visitors. It is vital to the
infrastructure, or provide Tourism and provide clear growth and development of
public services during their communication to assist the industry. It focuses on
visits. During the pandemic tourism operators to position NWT residents returning to
these travellers were often themselves to rebound, pre-pandemic comfort levels
not able to take advantage of to invest in marketing to about local tourism. For some,
the visitor opportunities that Canadian domestic travellers, this will take more time and
were previously available. and to support businesses to require more conversations.
With the wide availability compete for tourists (both The restart will be more
of vaccines and the restart domestic and international) gradual in some communities
of tourism operations, this when they return. than in others.
group will be encouraged to The tourism sector has been
resume their participation a thriving contributor to the
in tourism activities while NWT economy, and it will be
travelling for business. again. The pandemic created
Resident Readiness Strategy 11The Resident Readiness The approach will focus on
Strategy focuses on four key humanizing visitors as welcome
areas to increase awareness guests and operators as trusted
and appreciation of the sector’s local experts who care about
contributions to the NWT the well-being of communities
economy and culture: and visitors.
| Feeling of pride and safety While marketing to NWT
among residents residents is new to NWT
| Skill development for Tourism, successful campaigns
tourism workforce were implemented during the
pandemic. This led to support
| Investment in marketing to from residents for “staycations”
Canadian travellers and encouraged awareness and
| Support businesses to appreciation for the sector’s
serve tourists benefits to communities.
This work will be carried out The included action plan
in a way that encourages NWT provides flexibility to
residents to understand the develop tactics that meet
value of the tourism sector and emerging needs. The NWT’s
the opportunities it represents. visitor economy thrives on
It will shift the perception of relationships and goodwill.
“who” visitors are by making it Friends, family, and other
clear that the visitor economy welcomed guests will be among
includes family and friends, the first to return. Business
business travellers, and people travellers will help to rebuild
from nearby communities. All a vibrant, sustainable tourism
of these activities will involve sector that will reclaim its
partnerships to maximize the place in the interconnected
benefits to residents. NWT economy. Eventually,
the territory will be ready to
Key partners for this short-term
welcome international tourists.
strategy include Indigenous
governments, the NWT
Association of Communities,
community tourism
coordinators, regional tourism
officers, and NWT Tourism.
12The essence of the Spectacular brand is simplicity, surprise, awe…and, above all, stories. We help
tell the stories of this incredible land and the interesting people who live here. The stories we tell
build pride within our communities and showcase just why the NWT is one of the most special
destinations on the planet.
The Spectacular brand encourages everyone to immerse themselves in a world of multi-sensory
experiences that are surprising and rejuvenating, and enjoy the wide-open spaces, open roads and
spectacular landscapes that evoke a sense of calm.
Our people are friendly, hospitable, generous and natural storytellers. Like the land they live in,
Northerners can be quirky, honest, and full of surprises.
The Northwest Territories offers discovery – a wonderfully child-like type of discovery. We offer the
thrill of a first-time experience, the surprise of discovering something new, and the reward of trying
something you have never done before.
J. F. BERGERON / GNWT
Resident Readiness Strategy 13Key Areas of Focus for Resident Readiness
Feelings of pride and Residents of all communities has never been more important.
safety among residents will feel they have a valued Rebuilding the industry from
place in the strategy and can recovery to resiliency will
Tourism increases the range benefit. Tourism operators require an approach that
of services and infrastructure will continue to work with maximizes benefits to the
available to residents. communities to ensure they entire community. Through
Tourists increase demand for are ready to welcome visitors. more involvement with those
restaurants, cultural and sports who have a vested interest in
events, air routes, and other This action item connects to tourism – directly and indirectly
public services. Work in this the Tourism 2025 goal Strong – key tourism partners
area will support residents to Partnerships. The NWT is facing will include Indigenous
feel pride and safety in their many unknowns and major governments, communities,
communities generally and challenges ahead. Working and businesses.
while welcoming visitors. together toward common goals
What Do We
Aim to Achieve?
The primary goal is to create a campaign that instills a sense of pride in NWT residents about our territory,
promotes the value of tourism, and gets us excited that we can safely welcome visitors again.
We aim to shift the perception of “who” a visitor is to include the wider perspective of family and friends, people
from neighbouring communities, business travellers, and Canadians of various backgrounds. This will ensure that
all communities feel that they have a valued place in the strategy and can benefit from welcoming visitors into
their communities.
NWT residents benefit from the visitor economy. Some residents are employed directly in the industry, owning
tourism businesses, providing guiding services, cooking, shuttling, and otherwise providing service to visitors.
Other residents work in fields enhanced by tourism - pilots, restaurant owners, retailers, festival organizers, artists
and so many others.
NWT-focused marketing activity aims to connect residents to our members and the tourism activities of the NWT.
In turn, NWTT also aims to build further support for the brand and create brand ambassadors out of as many
residents as possible. Marketing will centre around both awareness and appreciation, with a number of activities
and action items.
14Clear communication Skill development for This action item connects
between all stakeholders
tourism workforce to the Tourism 2025 goal
will play a significant role Compelling Visitor Experiences.
in this action plan’s success. Some residents will require The NWT has incredible
Effective communication is training to support them to tourism assets with its vast
clear, concise, and sensitive welcome visitors in a way that and unspoiled nature and
to the community’s needs has lasting community benefits. beauty, rich Indigenous
and realities. Relationships This includes programs heritage and culture, and
with key community contacts for tourism operators, diverse people and experiences
will keep NWT residents NorthernMost Host training, – just to name a few.
informed of the opportunities and workshops that build
that exist, and of the current awareness more generally.
public health information
that is relevant to them.
Core
Creative Ideas
“Step into Spectacular” has been a core message during the pandemic as we focused on domestic and NWT
residents. This idea grows to include “Share your Spectacular,” which asks residents to share their favourite
things about the NWT. This content will continue as we reopen and invite visitors North.
Our Approach
• Stories from residents of the NWT who have done a staycation or who want to share a part of the territory.
• Social media promotion, local radio spots, content creation etc.
• Highlight what residents can do to support the recovery of the sector or support local businesses.
• Stress the importance of supporting the sector now more than ever.
• Press releases such as:
• 5 events returning to the NWT this summer
• Bright cuture for Aurora-gazers as solar cycle enters 10-year upswing
• The top NWT attractions on bucket lists worldwide
Resident Readiness Strategy 15Core Creative Ideas In-Market Creative Examples 16
Existing programs like Northern The benefits to both the Residents can support their
Most Host could be modified to traveller and the community local businesses’ efforts to serve
incorporate information about will be emphasized. These tourists. Over the medium term,
health protocols that increase workers play an important role this will allow for competition
safety. This two-day customer in providing services to the for international tourists
service workshop was created community, and they can safely when that market reopens,
in partnership with the NWT participate in tourism activities encouraging travellers to
Literacy Council. Participants during their visits. choose to visit the NWT.
learn about customer service,
effective communication, This action item connects to This action item connects to the
dealing with challenging the Tourism 2025 goal Tourism Tourism 2025 goal Supportive
customers and the importance Rebounds and Recovers. A key Communities. The support of
of being ambassadors for their focus will be to ensure that the NWT residents and leaders is
community and the NWT. The benefits of tourism are realized integral to offering a positive
program builds awareness of in every region. New tourism and welcoming experience to
the tourism sector and helps businesses will be supported, visitors, and to growth and
participants acquire the skills including new tourism development of the industry.
to meet visitor needs and operators in regions outside of This will strengthen community
expectations. the capital city. support for tourism and
public understanding of the
Community tourism Through an ongoing value of tourism.
coordinators can champion partnership with NWT Tourism,
training programs for this strategy will be adaptable
others in their communities. and flexible in its timing.
A strengthened tourism Messaging will be simple,
sector will be better with display ads targeted
positioned to manage to residents. Paid search
challenges as they arise. advertising will build on the
successful approach used to
target NWT residents in 2020.
Investment in They build brand awareness
marketing to for new audiences and can be
Canadian travellers expanded when appropriate.
NWT residents will be
encouraged to invite their Support businesses to
friends and family to visit and serve tourists
take part in a variety of tourism
Businesses that serve and
experiences. This will play a key
are part of communities that
role in reinforcing the message
welcome visitors are best
that the visitor economy
positioned to benefit from the
includes familiar people
sector’s restart. Work in this
and those with a personal
area will include both direct
connection to the NWT.
support to tourism-related
Entrepreneurs will be businesses and broader
encouraged to resume safe efforts in communities that
business travel to communities. are ready to receive visitors.
Resident Readiness Strategy 17The “We’re Inviting
Canada Back” Approach
• Postcards - featuring iconic NWT imagery, these printed postcards will be available for free to mail to
friends and family. They will be sent straight to every mailbox within the territory. Postcards can also be
created and sent virtually using the contest website.
• Digital Map & Contest - Residents are invited to fill out an online form saying who they’re inviting and
where they’ll be coming from. A map is then digitally populated to show all the places people have been
invited from. The form also serves as an entry into the contest.
• Social Media Campaigns
• Videos - including ones from community influencers explaining who they’ve invited and why, as well as
operators inviting back their favourite guests. A contest hype video will be circulated to encourage NWT
pride and contest entries.
• Digital Ad Campaigns
• Media Relations & Paid Media Campaigns
18• #SpectacularNWT
How Will the Campaign
Success be Measured?
Campaign success measures will need to be focused so that the campaign can be optimized against
performance. However, we understand perception is a key part of this campaign, so we will report on and be
measured by:
• Use of the #SpectacularNWT hashtag
• Action taken on set calls to action within tactics (ie - website clicks, contest entries, reach, etc.)
• Social Media Sentiment eg on Meltwater or using Melrn or Zencity
• Additional measures may include a Net Promoter Score and a resident sentiment survey
Resident Readiness Strategy 193,010
246,261
#Tlicho posts
#Yellowknife posts 24,435
#Inuvik posts
9,622
#HayRiver posts 8,207
4,126
#Tuktoyaktuk posts
#Nahanni posts
3,703
#Sahtu posts
2,726
#Dehcho posts
83,356
#SpectacularNWT posts
311,369
#NWT posts
Exploring Hashtags
As social media continues its unparalleled growth, hashtags remain an important way to classify and monitor
information. Users add hashtags so that others can quickly and easily find content related to those tags.
Searching by hashtag is a fast way to see everything in one concise place. These are the main hashtags we
follow, monitor and encourage residents to use:
#SpectacularNWT - 83,356 posts #Sahtu - 3,703 posts
#Tuktoyaktuk - 8,207 posts #Tlicho - 3,010 posts
#HayRiver - 9,622 posts #Dehcho - 2,726 posts
#Yellowknife - 246,621 posts (This includes actual #Nahanni + #NahanniNationalPark - 4,126 posts
photos of knives as well as Yellowknife City content)
#NWT - 311,369 posts
#inuvik - 24,435 posts (This includes the “new with tags” social media term)
20“Resident Sentiment” measures how safe
residents feel to travel, and the level of
welcome residents feel toward visitors. Data
on resident sentiment is collected regularly.
Surveys indicate that in October 2020,
54% of NWT residents felt the benefits of
tourism in their communities outweighed
the negative impacts. This number has
been steadily rising. In June 2021, 66% of
residents felt tourism benefits outweighed
any negative impacts. As well, 83% of
NWT residents say they appreciate the
contributions the tourism sector makes
to their local economies.
Follow-up surveys will continue in 2022.
(Destination Canada and NWT Tourism)
Resident Readiness Strategy 21Related
Resources
For more information, check out:
Tourism 2025: Roadmap to Recovery
https://www.iti.gov.nt.ca/sites/iti/files/
tourism_2025_roadmap_to_recovery_
april_2021.pdf
Emerging Stronger: Planning the NWT’s
Social and Economic Recovery Together
https://www.eia.gov.nt.ca/sites/eia/
files/2021_gnwt_emerging_stronger_eng_final_
june1.pdf
Community Tourism Coordinators
https://www.iti.gov.nt.ca/en/CTC
NWT Tourism
https://spectacularnwt.com
Destination Canada
https://www.destinationcanada.com/en
22
BENJI STRAKER/GNWT ITIResident Readiness Strategy 23
Action Plan
Feeling of pride and safety among residents
GOAL ACTIVITIES EXAMPLES OF IMPLEMENTATION OPTIONS
Residents invite their Encourage NWT residents to Develop and implement a “win a
friends and family to visit invite their friends and family trip for friends and family” contest.
the NWT. to visit the NWT. Once a resident enters the contest,
NWTT will highlight the benefits of
tourism in a “thank you” response.
Residents welcome visitors Develop promotional Develop a multi-season “Value of
to their communities. materials to highlight the Tourism” campaign: tourism-based
benefits of tourism and how content residents connect with.
the sector contributes to the Press releases highlight the value
quality of life for all residents of tourism for NWT residents. This
in the NWT. Highlight will include working with local
examples from all regions, Chambers of Commerce. Video
including how the sector clips of local leaders welcoming
improves residents’ quality visitors back and highlighting
of life and supports local the value they bring to their
economies. communities.
NWT residents recognize Feature sector workers and Develop a campaign: personal
people in the tourism sector entrepreneurs, profiling stories highlighted through
as trusted members of their people whose livelihoods targeted social media, display,
community. depend on their work in the video, and paid search.
tourism sector.
NWT residents participate Gather and share stories of User-generated content shared on
in the visitor economy people who have travelled social media (including boosted
throughout the NWT. within the NWT with photos, posts).
highlights, etc.
Tourism operators have the Work with operators and Regular communication with
information they need to community partners to build key community contacts, such as
provide safe visitor services. consumer confidence that chiefs, mayors, local Chambers of
travel is safe. Commerce, and others.
NWTT campaign to promote
tourism with local influencers.
Medical consultant assists GNWT to provide funding for
remote operators to develop a medical director to assist
and implement safe re- operators.
opening plans.
24Skill development for tourism workforce
GOAL ACTIVITIES EXAMPLES OF IMPLEMENTATION OPTIONS
Workers in the tourism Establish a training schedule GNWT to support ongoing
sector are trained to provide to accommodate the training NorthernMost Host training.
safe visitor services. needs of the communities
that are interested in
welcoming visitors into their
communities
Develop and deliver new
programs as needed to
support workers in the sector.
NWT Tourism and ITI support Develop a campaign with
tourism operators through story content showcased on
co-operative advertising, SpectacularNWT website, social
training, and product media, display, video and search
development. ads. Could feature operators talking
about how their recent training
benefits visitors.
Investment in marketing to Canadian travellers
GOAL ACTIVITIES EXAMPLES OF IMPLEMENTATION OPTIONS
Canadians visit the NWT. Build on visiting friends and Develop an advertising campaign,
relatives first, then nearby simple messaging with soft calls
markets. to action aimed at NWT residents,
paid search advertising.
Canadian travellers feel safe Implement nationally SafeTravels Stamp program
at NWT businesses. recognized branding (World Travel & Tourism Council)
programs that help travellers
to recognise businesses that
have adopted standardized
protocols.
Resident Readiness Strategy 25Support businesses to serve tourists
GOAL ACTIVITIES EXAMPLES OF IMPLEMENTATION OPTIONS
Operators are supported to Community level support to Regional ITI staff to assist
restart operations. assist operators that include operators with information on the
regional staff and marketing variety of government supports
initiatives. available.
Community Tourism Coordinators
provide support and offer
pathfinding.
NWTT videos aid in promotion,
staycation advertising, social
media and digital/radio/video
advertising.
NWT businesses adopt Design a visual identifier and GNWT to continue to work with
shared branding that clearly promote it to businesses, local Chambers of Commerce
indicates to visitors they residents and travellers. to promote “be a tourist in your
are welcome. hometown” initiatives.
Produce videos sharing
community and business Work with local influencers/
messages to residents. celebrities to share their welcome.
26Campaign
Overview
CORE OVERVIEW KEY MESSAGING OBJECTIVES
This idea focuses on engaging “You’re Invited to To create a memorable campaign
NWT residents to invite their Share Your that instills a sense of pride in
friends & family from around Spectacular” NWT residents about our territory
Canada to visit the NWT. They will “We want to and gets us excited that we can
be encouraged to take various share the NWT welcome visitors again.
actions to help share the NWT with friends,
with Canada. family and
visitors.”
“The NWT Is full
of spectacular
MAJOR ASSETS places and
moments waiting
Contest: NWT residents will to be enjoyed.”
be asked to invite their friends CAMPAIGN LOOK AND FEEL
& family to visit by entering a
contest. The prize is $5,000 We are using iconic NWT imagery
towards a trip for their invited and NWTT branding to drive
guests. Entries will be lit up in home the idea that this territory
a live map on the site showing Resident is unparalleled. The NWT is jaw-
where entries have been sent
across Canada. Restart dropping just as it is. It doesn’t
require editing or special effects.
Postcards: Printed postcards Campaign By combining digital components
will be distributed to encourage with a physical asset, we can
residents to connect & to inspire harness the best of both worlds.
social sharing. This will be done
through a direct mail campaign.
KEY PERFORMANCE
INDICATORS
TARGET AUDIENCE
• Number of entries into
the contest
Residents of the NWT.
• Use of the #SpectacularNWT
hashtag
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