Tourism Saskatchewan - IndustryMatters.com

events. Overall, close to 3 million visitor impressions were
created as a result of the consumer marketplace
strategies.
Tourism Saskatchewan, along with seven industry
partners, attended the Calgary Stampede with the green
screen online photo booth for the second straight year,
offering visitors a chance to have their photos taken with
one of six backgrounds. More than 1,700 photos were
taken, an increase of 59 per cent over the previous year.
In addition, more than 53 per cent of the photos retrieved
opted in to the Tourism Saskatchewan website for further
travel information.
Tourism Saskatchewan participated in three travel trade
marketplaces in North America. This resulted in 134 oneon-one
appointments with key trade influencers. Four
industry partners joined Tourism Saskatchewan at
Rendez-vous Canada in 2011.
The travel media team attended three marketplaces:
Canada Media Marketplace, Travel Media Association of
Canada marketplace, and GoMedia Marketplace. A total
of 113 appointments with domestic, national, and
international media representatives took place over the
course of these three events. Travel media relations staff
also attended the Outdoor Writers of America conference,
where key contacts were made with American fishing and
hunting media.
Colorado Promotion
Tourism Saskatchewan is continuing its efforts to build
awareness in Colorado for Saskatchewan’s fish, hunt,
and outdoor adventure product, as well as to promote
direct air access from Denver to both Regina and
Saskatoon.
Tourism Saskatchewan once again attended the
International Sportsmen’s Exposition in Denver, running
the popular photo booth. Over 1,100 photos were taken
with the replica trophy-sized walleye or northern pike, an
increase of 36 per cent over the previous year. Booth
visitors were also presented with a Len Thompson fishing
lure (complete with the www.fishsask.com website on the
lure), and were entered to win a customized vacation trip
to Saskatchewan.
In addition, Tourism Saskatchewan engaged in an
inaugural marketing mission focused on travel trade and
travel media in Denver and Boulder. The mission included
a travel influencer dinner in Denver hosted by Dr. Lynda
Haverstock for 15 key business, government, and travel
contacts, a reception partnered with the Adventure Travel
Trade Association for 35 media and trade in Boulder, and
eight one-on-one appointments with the travel trade and
eight one-on-one appointments with the media.
Partners on the mission were Tourism Saskatoon and
Regina Regional Opportunities Commission. Results
have included a 10-day visit by a representative of
Backpacker Magazine to northern Saskatchewan, and a
visit by a representative from the world’s leading outdoor
magazine Field & Stream. Field & Stream editor-at-large
Kirk Deeter visited Lake Athabasca to fly fish for northern
pike. Saskatchewan coverage has already been posted
online and a feature will be in the magazine in spring
2012.
Canada Day in London, 2011
Tourism Saskatchewan partnered with Enterprise
Saskatchewan and the Ministry of Tourism, Parks, Culture
and Sport at the sixth annual Canada Day in London.
Tourism Saskatchewan was a part of the Experience
Canada Pavilion, which promotes Canada as a travel
destination. Tourism Saskatchewan created a new video
that was played on the jumbo screen in Trafalgar Square
throughout the day.
Further Saskatchewan exposure was provided by the
highly entertaining Great Plains – A First Nations Dance
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