Lures to the Land of the Sleeping Giant Marketing Tourism Opportunities in Canada’s Lake Superior North Shore Heidi Strobl, CED Officer, FedNor Paul Pepe, Manager of Tourism, City of Thunder Bay
Photo courtesy of: www.ontariotravel.net\outdoor
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Welcome to the Parks and Protected Areas of the Superior North Shore Waters, shoreline and islands among the most rugged and pristine in the world Beauty captured by painters like the Group of Seven History captured in song by Gordon Lightfoot
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Marketing Concepts Strategic Opportunities Target Markets Marketing Tactics – Lure/Fulfillment/Visitor Services
Tracking & Measurement 8
Identifying Opportunities – Scan of Lake Superior Parks & Protected Areas National Parks (e.g., Canada’s first National Marine Conservation Area, Pukaskwa); Provincial Parks (Fort William Historical Park, Sleeping Giant, Wabakimi, Kakabeka Falls); Municipal Parks (Chippewa, Boulevard : urban eco-adventures) & Conservation Authority lands; First Nations (Fort William F.N., Red Rock F.N., Pays Plat F.N., Ojibways of Pic River F.N.) 9
Lake Superior National Marine Conservation Area World’s largest, protected freshwater marine area Spans more than 1M hectares on Lake Superior www.pc.gc.ca/progs/amnc-/proposals/vision/visiona_E.asp
An extensive partnership to achieve conservation objectives and realize economic and tourism benefits for the area. 10
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Lake Superior NMCA Showcasing part of the largest freshwater lake in the world. There may be as many as 50 shipwrecks – one of which, the Gunilda, Jacques Cousteau characterized as the most beautiful wreck in the world. Aboriginal presence in this area dates back at least 5000 years and continues to the present day.
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Urban Ecotourism & Outdoor Adventure Maximizing local benefits and engaging the local community as owners, investors, hosts and guides. Educating visitors and residents on environmental matters, heritage resources, sustainability. Restoring and conserving natural and cultural heritage including natural landscapes and biodiversity, and indigenous cultures. Reducing our ecological footprint. http://outdoorrec.lakeheadu.ca/ www.planeta.com/ecotravel/tour/urbandeclaration.html 16
Conservation & Ecotourism Discussion Protection of Parks & Protected Places Development Pressures First Nations’ values Waterways Importance of cities in developing sustainable tourism
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Identifying Opportunities – Seven Days With the Giant 2004 – Great Ontario Outdoor Adventure Program launched Opportunity for exposure through Province of Ontario & FedNor’s integrated marketing partnership City of Thunder Bay saw a marketing opportunity by means of a strategic contest: Seven Days With the Giant Entrepreneurial approach resulted in private sector buy-in. http://www.ontariooutdoor.com/en/ http://www.visitthunderbay.com/outdoor/index.htm
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Contact Us Heidi Strobl Community Economic Development Officer, FedNor 244 Lincoln Street, Thunder Bay, ON P7B 5L2 (807) 766-1816 toll-free 1-877-333-6673 heidi.strobl@ic.gc.ca www.ic.gc.ca/epic/site/fednor-fednor.nsf/en/Home Paul Pepe Manager of Tourism, City of Thunder Bay 111 South Syndicate Ave. Thunder Bay, ON P7E 6S4 (807)625-3880 PPepe@thunderbay.ca
www.thunderbay.ca www.visitthunderbay.ca
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