Lures to the Land of the Sleeping Giant

Marketing Tourism Opportunities in Canada’s Lake Superior North Shore

Heidi Strobl, CED Officer, FedNorPaul Pepe, Manager of Tourism, City of Thunder Bay

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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 worldBeauty captured by painters like the Group of SevenHistory captured in song by Gordon Lightfoot

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Marketing Concepts

Strategic Opportunities

Target Markets

Marketing Tactics – Lure/Fulfillment/Visitor Services

Tracking & Measurement

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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.)

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Lake Superior National Marine Conservation Area

World’s largest, protected freshwater marine areaSpans 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.

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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 AdventureMaximizing 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

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Conservation & Ecotourism Discussion

Protection of Parks & Protected PlacesDevelopment PressuresFirst 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 StroblCommunity Economic Development Officer, FedNor244 Lincoln Street, Thunder Bay, ON P7B 5L2(807) 766-1816 toll-free 1-877-333-6673heidi.strobl@ic.gc.cawww.ic.gc.ca/epic/site/fednor-fednor.nsf/en/Home

Paul PepeManager of Tourism, City of Thunder Bay111 South Syndicate Ave. Thunder Bay, ON P7E 6S4(807)625-3880PPepe@thunderbay.cawww.thunderbay.cawww.visitthunderbay.ca

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