Snowshoeing, dogsledding, ice fishing, fat tire biking in the Yukon… it’s a little bit metal.
Sightseeing, cross-country skiing, snowmobiling, helicopter touring in the Yukon… it’s a little bit metal.
Northern lights, hot springs, Yukon in the winter… it’s a little bit metal.
"Metal" isn’t just for mining anymore. As part of its ongoing work to promote the Yukon as a year-round tourism destination, the Department of Tourism and Culture (Tourism Yukon) has launched a sick new winter tourism marketing campaign about all the ways the Yukon is metal.
While the temperatures and activities commonly associated with the Yukon winter might at first glance seem appropriate for only the most hardcore northerner, the modern comforts available in the territory make it more accessible than people might think. Hence the reference to "a little bit metal".
Tourism Yukon worked with local film producers GBP Creative, Bullen Brothers Films and Cossette with Aasman Brand Communications to create a metal-inspired video and Archbould Photography was hired to provide photography for the supporting marketing pieces.
The video features an original song with lyrics by Cossette with Aasman Brand Communications. Following a public casting call, four Yukon musicians, representative of the territory’s diverse population, were hired to appear in the video to play alongside the recording as a Yukon metal band.
Winter activities featured in the video include snowshoeing, dogsledding, ice fishing, fat biking, flightseeing, cross-country skiing and snowmobiling. All of these activities are available from Yukon tourism operators. Filming locations included Shallow Bay, Lake Laberge and Eclipse Nordic Hot Springs, as well as several other locations around the Whitehorse area.
The video will appear online in British Columbia, Alberta and Ontario in February and March 2024. A 30-second version of the video will also air during the television broadcast of this year’s Juno Awards.
The full song is available on Spotify and the music video can be viewed on Travel Yukon’s website and YouTube channel.
You will have to turn this video up to 11. This unique campaign will show Canadians that visiting the Yukon in winter is worth it, because it’s a different world up here, with one-of-a-kind experiences to entertain all manner of travellers looking for a unique adventure. The Yukon is truly ‘a little bit metal’.
Minister of Tourism and Culture John Streicker
The full-length song and music video are available on Spotify and Travel Yukon’s website and YouTube channel.
The winter marketing campaign will run from February 19 until the end of March 2024 in British Columbia, Alberta and Ontario.
Winter visitation is an opportunity to accelerate annual tourism growth without straining the territory’s limited labour force. With visitation to the Yukon in the summer reaching capacity, the opportunities to expand the economic impacts related to tourism exist in the shoulder and winter seasons. Winter tourism will stabilize the economy and ensure year-round amenities continue to operate for the benefit of Yukoners and visitors alike.
The campaign targets Canadians motivated by recreation and exploration between the ages of 30 and 65. The metal genre is cross-generational and inclusive.
In popular culture, the phrase “being metal” is akin to saying that something is “so hardcore that it can only be compared to heavy metal music".
Cossette with Aasman Brand Communications is the Department of Tourism and Culture’s marketing agency of record.
Laura Seeley
Cabinet Communications
867-332-7627
laura.seeley@yukon.ca
Alicia Debreceni
Communications, Tourism and Culture
867-332-3670
alicia.debreceni@yukon.ca