TOURISM CO-OPERATIVE MARKETING FUND 08/09
Marketing Projects - Implemented by the Department

Online application form:
Marketing Project Application


GOALS

The purpose of the Tourism Co-operative Marketing Fund (TCMF) is to assist in the marketing of Yukon tourism products and services from across the territory, to prospective visitors around the world.

Tourism Yukon's participation in this program will strengthen the Yukon brand image, help to showcase the territory in key target markets and assist in the growth of Yukon's economy.

To facilitate and encourage business, market and/or trade-ready tourism businesses, First Nations, municipalities, organizations or partnerships to partner with Tourism Yukon in the promotion of Yukon product.



OBJECTIVES

  • Stimulate and partner in targeted innovative programs
  • Increase visitation in all four seasons
  • Co-ordinate and leverage industry and Tourism Yukon's marketing efforts
  • Extend the reach and impact of the Department's marketing programs

Priority will be given to marketing activities that:

  • Target key markets as identified in the 2008-2009 Tourism Yukon Strategic Plan
  • Increase visitation
  • Promote increased planning of overnight stays and extend length of stay
  • Involve stakeholders/partners

Intended outcomes of the TCMF include:

  • Enhanced Yukon Brand recognition
  • Increased tourism revenues
  • Increased number of visitors
  • Increased length of stay

 

PROGRAM REQUIREMENTS AND CRITERIA

Eligible Applicants

  • Yukon business, market and/or trade-ready tourism businesses, First Nations governments, municipal governments, tourism organizations or partnerships and non-government organizations featuring Yukon product.
  • Partnerships with outside companies are eligible providing the proposal is lead by a Yukon based company exclusively featuring Yukon product.

A Yukon Business Must:

  • Be in good standing with Corporate Affairs-Yukon Government, the Worker’s Compensation Health & Safety Board, have valid liability insurance and be a licensed Wilderness Tour Operator.
  • Employ Yukon residents
  • Own/lease property necessary for the business
  • Have all government loans in good standing
  • Be business, market and/or trade ready

Project Cost Sharing

  • Individual businesses are eligible for 50% funding of eligible costs to a maximum of $25,000
  • Partnerships and Destination Management Organizations (DMOs) are eligible for 50% funding of eligible costs to a maximum of $75,000. Preference will be given to proposals that show equitable financial contributions by all partners.
  • Funding will be provided upon completion of the contribution agreement requirements in three installments; 50% upon approval and sign-off of the contribution agreement, 40% upon submission of an interim report and 10% upon submission of a final financial report.

Eligible Project Costs May Include But Are Not Limited to:

  • Placement of paid advertising Yukon based travel guides, broadcast, electronic (web banners) and/or print media (excluding Yukon Vacation planner and www.travelyukon.com)
  • Purchase of direct mail lists
  • Key Word Purchase
  • Promotion of Yukon events by communities and NGO’s that includes tourism packages (ie. 2 night festival package including accommodation and admission to event).
  • FAM trips – hosting both travel media and travel trade
  • Fulfillment/postage costs for purchased or maintained mailing lists where all names are fulfilled at one time and counted through a single source mechanism (ie. a commercial postage meter.)

For the purpose of this fund a package is defined as including at least one additional service, activity or experience not offered by the operator and the consumer must pay the operator/packager directly for all components of the package. i.e hotel accommodation with a flightseeing tour. The consumer pays only one business for both services. The business accepting payment will pay the other service provider on behalf of the consumers.

Ineligible Project Costs Include But Are Not Limited to:

  • Administration costs such as office equipment, telephone charges, internet access, clipping services, 1-800 numbers, translation, etc.
  • Production creation and development costs of CD-ROMS, website development and enhancements, individual business brochures, development of logos, business cards, posters and print materials.
  • Projects, events and activities already started or completed.
  • GST
  • Website Optimization

Duration of Project

Projects must have a start and end date specified within the proposal. Final reporting will be due 45 days after the specified end date of the project. All projects must be completed by March 31, 2009. Projects will not be deemed complete without submission of a final report in a form acceptable to the TCMF Coordinator.

 

APPROVAL OF PROPOSALS

  • Applications to the TCMF will be reviewed by the TCMF Coordinator to ensure that all the requirements are met.
  • Once all requirements are met to the satisfaction of the TCMF Coordinator, completed proposals will be forwarded to the TCMF Committee for review.
  • Completed proposals to the TCMF will be reviewed in priority of receipt.
  • Incomplete applications will not be accepted for committee review until they are completed in full.
  • Applicants should allow for 15 working days for final decision on their completed proposal.
  • Applications recommended for approval by the TCMF committee will be forwarded to the Deputy Minister of Tourism and Culture.

 

OTHER REQUIREMENTS

  • Successful applicants must sign a contribution agreement with the Tourism Yukon related to the project. The contribution agreement will outline the obligations of each party.
  • Reporting requirements must be completed and returned in accordance with the terms of the contribution agreement before funds will be released.

Visible acknowledgement of the contribution of the Government of Yukon must include:

  • Prominent inclusion of Tourism Yukon's logo on all promotional material including all print, electronic, television and radio creative.
  • Tourism Yukon's website address (www.travelyukon.com) should be included where applicable. Other options and opportunities for Tourism Yukon presence will be considered on a case-by-case basis.
  • Activities not included in the contribution agreement are not eligible for funding. Any additional activities the applicant would like to incorporate into their contribution agreement must be approved by Tourism Yukon before funding will be eligible.
  • Tourism Yukon may request access to the leads generated from projects for research purposes only.
  • All records and invoices related to the project, including project results and return on investment must be retained for review and audit by assigned Tourism Yukon staff or auditors.

 

Online application form:
Marketing Project Application