Yukon within the wintry weather is perceived as a spot the place there’s now not so much to do and the place it’s rugged, far flung and reserved for hardcore survivalists courageous sufficient to take on the icy tundra. However that’s a long way from the reality, so Commute Yukon introduced a marketing campaign impressed by way of the cultural time period ‘being steel’ – which stocks a definition with being hardcore – and dialled it again from 11, appearing that travellers simplest wish to be a bit bit steel to benefit from the season up there.
“We didn’t simply wish to reframe the belief of the Yukon in wintry weather – we would have liked a marketing campaign that stood out from typical tourism commercials, breaking clear of the gradual pans throughout stunning vistas,” says Michael Friend, affiliate inventive director at Cossette Vancouver. “Leaning into ‘being steel’ gave the workforce the chance to do one thing daring, playful and entirely other for the class.”
The perception of wanting to be hardcore to experience wintry weather within the Yukon is being reframed because of heavy steel. Commute Yukon, in partnership with Cossette, has launched The Yukon: It is a Little Bit Steel, which mixes crunchy riffs with lyrics highlighting the trendy comforts to be had, generating a steel song observe and video that presentations you simplest wish to be a bit bit steel to talk over with the area in wintry weather.
Commute Yukon’s new marketing campaign introduced with a complete observe on Spotify, in addition to a complete song video on virtual (YouTube), a TV spot throughout the Juno Awards, plus paid and natural social, and runs till the tip of March.
