2. Lay of the land.
• Frontiers North core values & guests.
• Marketing channels.
• Corporate social responsibility.
• Trends, observations.
3. Frontiers North Adventures.
• Expert-guided, touring in Canada’s north.
• Tundra Buggy® Adventuring since 1979.
• Expert-guided adventures since 1986.
• Best access in the world to wild polar bears.
• 2009 SKÅL International - Top Ecotourism Operator
(World).
4. Mission statement.
Frontiers North delivers quality nature adventures in a
sustainable and responsible manner, inspiring our guests
to become invested in Canada’s north.
We ensure our guests view and photograph the wildlife
of the north as well as experience history, culture and
customs of the people of the north.
28. Core values.
• Above all we are hosts.
• Invested in the communities and environments in which
we operate.
• Share the resources that have been made available to
us.
Our brand promise holds tremendous value in long haul,
high yield markets.
29. Adventurer Classic Photographers
Travellers Tourists
Self guided Expert Tour Guide Pro Photo Guide
Time- & Most time
White glove
cost-efficient with wildlife
Large-sized Medium-sized Small-sized
groups groups groups
30. Marketing channels.
• Consumer
• Trade
• Media
• Affinity (groups with shared interests)
33. Marketing channels - Media
• Travel, cinematography & current affairs.
• Influencers provide pop culture credibility.
• With TMB & CTC, we support ($, b-roll).
• ITV-UK, NBC Olympics, MSLO, Gurus-AUS.
39. Marketing channels - Affinity
• AZA, University Alumni, CSR-type
• Orgs whose ethos align with our own.
• Business earned on successful experience &
confidentiality.
40.
41.
42.
43. Marketing Channels - Social
media?
• FNA Twitter: travel media.
• FNA Facebook: guests.
• John’s FB & Twitter: industry colleagues.
• Prefer meeting in-person to do business.
44. Corporate Social
Responsibility
For a relevant framework we looked to CBSR.ca:
I. Environmental Practices and Sustainability.
II. Workforce and Employee Practices.
III. Commitment to our Community.
IV. Educational Outreach.
V. Corporate Giving.
45. I. Environmental Practices
• Utilize existing trail network.
• Proactively upgrade and maintain trail networks.
• Upgrade Buggy fleet with custom-built engines.
• Transition to battery-powered engine heaters.
46. I. Environmental Practices
Con’t
• Reclaim grey water to flush toilets, etc.
• Work with suppliers to reduce footprint.
• Manage against environmental impact assessment.
• Prints brochures on FSC certified 100% post-
consumer fibre paper.
47. II. Workforce and Employee
Practices.
• Staff participate in planning at FNA AGM.
• Profit sharing up to 10% of salaries.
• Code of Conduct and Workplace Respect policies.
• Diverse Workplace:
- 12% Aboriginal.
- 6% visible minority.
- 44% women on management team.
48. III. Commitment to
Community
• We’re from here.
• $1.6M investment = ~ $4M economic activity.
• Purchase policy favours local, Aboriginal suppliers.
• Leakage - ~35 seasonal employee
• Employ local residents when possible.
• FNA goal to be world class.
49. IV. Educational
• Learning vacations?
• Best guides in Canada.
• Contemporary and traditional knowledge.
• Biological, environmental and social science.
• Strong relationship with Polar Bears International.
50. IV. Educational Con’t
Polar Bears International
• MOU with FNA, we provide $300K in support.
• Leadership Camps.
• Tundra Connections.
• Field Ambassador Program.
• Evening presentations by PBI Species Experts.
• Polar Bear Cam (with explore.org)
51. V. Corporate Giving
• Total corporate giving to exceeds the national
standards of 1% of pre-tax profits measured by the
Canadian Business for Social Responsibility.
• FNA 2011 corporate giving exceeds 6% of pre-tax
profits.
52.
53. Differentiation.
Locking your gaze with a wild creature is just one part
of a totally immersive and all-encompassing experience.
For Frontiers North guests, the context and elements
surrounding and supporting the wildlife experience are
as equally important (if not more so) as the wildlife
experience itself.
54.
55.
56.
57.
58.
59.
60.
61. FNA manages guest experience at every step.
Frontiers North
Expert Guiding ✔
Flights ✔
Luggage handling ✔
Transports ✔
Accommodation ✔
Meals ✔
Culture ✔
Tundra Buggy ✔®
62. Trends, observations.
Recall our brand promise from slide 28...
• Competitors discounting & attempting to reinvent
themselves.
• Relying on Tundra Inn brand to engage in price
competition.
• Same high value in a shorter duration trips.
• Re: green. If guests need to ask, it’s too late.
• We’re true to our core values and the market
continues to reward us.
Reliance on printed brochures isn’t necessarily increasing or decreasing, per se. Some folks definitely receive and hold onto our brochures for an undetermined gestation period and then book when they can afford to. That being said, we find a lot of the time guests invest $10,000+ with us prior to having had the tactile experience of even holding, feeling or smelling our brochure. We produce and distribute brochures to reinforce our guests’ buying decision, “OK, I made the right choice”. Which, because of the value of our products, is a very important step.
Our trade partners represent many individual (consumer) bookings on a multi-year basis. These same trade partners know their markets better than we ever could. So we invest in our trade-partner relationships and even though we pay commissions for these sales, at the end of the day we make a better ROI (i.e. more sales).
Arctic Home Slide
MS - 2.45 MM followers RS - 5.9 MM followers Fix link
fix ethos link, add links
Nicola Kettlitz - President, Coca-Cola Canada Dr. Peter Ewins - Director of Species Conservation, WWF-Canada “ We care less about what polar bears do and more about what real people do and say,” Shiv Singh, global head of digital for PepsiCo, told Adage. http://adage.com/article/special-report-super-bowl/pepsi-s-super-bowl-efforts-emphasize-music-x-factor/232451/
