The Yukon Gold Explorer’s Passport Campaign

Department of Tourism

Strategic planning

For the tourist visiting Yukon interested in learning about local history, the Passport contest provides the thrill of seeking gold without the hardships, while offering gold rush-style rewards (including the gold itself).  

Creative execution

2 banners (flag style), poster and passport

Measuring impact

The Yukon Gold Explorer's Passport contest ran from June to August, 2009. Evaluation took place at season’s end after all entry forms were collected. Participation was increased by 50%. The most successful participation level on record.