Sled Dog Watchdog: Yukon Quest 'marketing strategy'

YUKON QUEST CAMPAIGN (Developed by the Yukon Quest)

Goal:
Successfully market the annual sled dog race as an icon event to a global audience.

Objectives:
-Increase the number of participants in the 2006 Yukon Quest.
- Generate at least $50,000 in equivalent advertising value through an international media relations
program.
- Increase the sponsorship by 20 per cent.
- Increase the total prize purse by at least 30 per cent by 2007.

Tactics:
[Consumer]
Develop and promote the Yukon Quest brand.
- Secure and expand Yukon Quest intellectual property globally.
- Increase year-round Yukon Quest presence locally and internationally.
- Produce and/or promote Yukon Quest branded information, merchandise and third party products.
- Develop and increase supporter affinity to benefit Yukon Quest and Official Sponsors.

[Media]
Achieve increased awareness through an active Yukon Quest Media Program
- Provide high-quality information and services for media throughout the year.
- Utilize media distribution services to expand reach of Yukon Quest messages.
- Improve pre-race media solicitation and education to achieve maximum race-time coverage.
- Enhance Yukon Quest web site and promotions to increase visitation, visitor retention and engagement.
- Begin process to achieve heritage designation for the Yukon Quest Trail Partnerships.
- Increase revenues through improved sponsorship solicitation and recognition:
- Develop research-based, professional-quality sponsorship solicitation plan and materials.
- Increase sponsorship benefits value through improved media exposure, VIP opportunities and
year-round Yukon Quest presence.
- Actively solicit targeted, long-term potential sponsors

Performance Measures:
- Number of race participants
- Equivalent advertising value of media coverage
- Level of sponsorship
- Level of purse

Source:

Tourism Marketing Plan 2005/2006
April 1, 2005
Adventure Program (North America)
TourYukon.org