Beyond Travel is launching an 8-day tourism experience in Yukon, Canada targeting Chinese tourists. The itinerary includes visits to cultural attractions while staying in camps to experience the local lifestyle. Marketing goals are to increase Yukon's market share in China and establish inventory of Yukon tourism products through familiarization tours. Tactics include promoting the experience on Chinese social media and through partnerships with outdoor brands to raise awareness of Yukon's natural attractions and adventure opportunities.

1. MARKETING PLAN
– A TOURISM EXPERIENCE
YUKON BEYOND TRAVEL
Han Xue, Chen Yu, Yiwen Guo, Yiwen Yang
TMS200 MTA
Robert Dungan
Aug 06,2015

2. 1
Contents
Executive Summary ........................................................................................................... 2
Itinerary:........................................................................................................................... 3
The Corporate Connection .................................................................................................. 4
Analysis and Forecasting .................................................................................................... 4
Marketing Strategy: targeting and processing ...................................................................... 10
Tactics and Action Plans ................................................................................................... 12
Work cited ...................................................................................................................... 17

3. 2
Executive Summary
Yukon is a territory that located in northwest Canada. Due to its harsh
environment, it is not the first choice for tourism destination for travelers. On the
other hand, there is still many people pay attention to seek adventure and excitement,
and also the Canadian dollars are going down recently. Its geographical advantages
and natural environment have attracted many adventurers form all over the world.
Therefore, there is a big growth for further development in Yukon. In this marketing
plan, we will focus on introducing a rapidly emerging tourism destination -Yukon.
Through the analysis of the characteristics of tourism products in the Yukon, we will
provide a 8 days package tour in Yukon that including McBride Museum, Yukon
Wildlife Preserve, Kluane Lake, Kluane Lake, and so on; these classical attractions.
Meanwhile, we will break with tradition, and arrange our clients to stay in camp
instead of hotel, let them experience the unique lifestyle in camp in Yukon.

4. 3
Itinerary:
D1: Whithorse
Welcome orientation in the dinner in Westmark Whitehorse Hotel.
D2: Whitehorse
To visit the famous S.S. Klondike, the largest sternwheeler to learn the history of the
gold rush, McBride Museum, and Yukon Wildlife Preserve.
D3: Haines Junction
We reach the Kluane National Park, a UNESCO for the glacier landscapes to view
Mt. Logan. Stay in Mount Logan Inn.
D4: Tok
We follow the beautiful Kluane Lake. Stay in Tok Village Cabins. To visit the First
Nation interpretative Centre.
D5: Dawson City
Along the “Top of the World” highway to join Dawson City. We stop in Chicken, a
typical gold seekers village. In Dawson City, to visit Diamond Tooth Gerties
Gambling Hall, and watch a CanCan dancing show. Stay in Westmark Inn.
D6: Eagle Plains
Along Dempster Road to go across the Arctic Circle, stay in Eagle Plains Hotel.
Maybe we can view the Northern Lights.
D7: Tombstone Park-Dawson City
The Tombstones Mountains are a spectacular geological formation. Back to Dawson
City.
D8: Whitehorse
After the breakfast, we go back to the Klondike Highway. At lunch in Carmacks, we
visit the First Nation Interpretive Centre. In the afternoon, we arrive Whitehorse.

5. 4
The Corporate Connection
Missionstatement: We are a tour operator that provide Yukon tour for Chinese
tourist. Our mission statement is to become one of the world-class supplier of Yukon
travel to Chinese. We have a large groups of professional employees that are
intelligent, knowledgeable, creativity and innovativeness, and resourcefulness.
Objectives: First, increase sales of 10% by the end of 2016. Second, to become
the first choice tour operator for Chinese tourist in Chinese market. in order to archive
these goals, we will use the promotional efforts that help build our corporate brand,
increase our corporate visibility, let more people fall in love with our enterprise and
Yukon.
Goal: Our purpose of the marketing is through the promotion of Yukon tourism,
let more Chinese tourists to understand the customs of Yukon. in order to attract a
large number of potential tourists, to grab a bigger market share, and to maximize
the interests of the company. Let's every customer has an unique and unforgettable
memories during the trip.
Analysis and Forecasting
Portfolio Analysis: According to the 2015 Country RepTrak○R
Report, Canada has
the world`s best reputation, which helps Canada attract travelers from all around the
world (Destination Canada). In 2014, total overnight trips to Canada increased to 17.1
million people (Destination Canada). Canada is a safe and beautiful country and it

6. 5
provides various products to travelers as well. It is a fantastic place to explore the natural
environment, especially in Yukon. There are a lots excited adventures, such as Northern
Light, Midnight Sun, and wildlife. An estimated 12,000 people visited Yukon in April
2015. This represents an increase of approximately 500 people or 5% compared toApril
2014(Yukon Government). The hotel occupancy in Yukon has increased
2.3 %( Destination Canada). Yukon is becoming popular place.
Competitor Analysis:
SegmentationAnalysis:
Demographic • The average age of brides: 45-65
• Affluent
• Degree Educated
Competitor
Analysis
Alaska
Norther
Territories
Iceland

7. 6
• Frequent Travelers
• Adventure Travelers
Geographic Primary Canada
United States
German-speaking
Europe(Germany,
Switzerland and Austria )
Secondary Australia
U.K.
Japan
Emerging Netherlands
France
China
Monitor South Korea
Mexico
Brazil
Benefit • Seasonal flexibility
• Expense

8. 7
• Less stress
• Exciting
• Challenge
Behavior • They might have active characteristics to enjoy naturel
environment and explore in Yukon
• It is a high cost destination so visitor needs enough budget.
Psychographic • They have high motivation to adventure and challenge
themselves.
• According Maslow`s Hierarchy of Needs, they usually
have a goal of self-fulfillment.
SWOT Analysis:
Strengths
1. Particular Gold rush and rich culture
experience.
2. Yukon government support the
development of tourism.
3. The increasing tourism industry
4. The developing social media.
Weakness:
1. Language communication barrier-
english
2. Low awareness of yukon
3. Less information about Yukon
tourism showed on the Canada
tourism official website
4. Long-haul destination from china
to Yukon

9. 8
5. cultural difference
Opportunities
1. Natural Landscapes and Experience
2. World-class Tourism Products
3. Weakening Canadian dollar
4. Vibrant culture
5. Expansible market
Threats
1. Economic recovery has been
slower than anticipated.
2. The fierce competition from other
destinations, especially Alaska,
goes up dramatically.
3. Increased promotional spending by
competitors, especially U.S.
4. Unstable economic issues.
Tourism is an increasing and sustainability industry for Yukon. The annual
revenue of tourism goes up each year. Also, The Department of Tourism and Culture
currently provides more than $1.54-million annually in operations and maintenance
and special project funding to the organizations (Government of Yukon). Moreover,
Travelers still can find out plenty of gold and know first nation culture. They are easy
to find fanatic information from its development media.
However, Yukon is an English spoken country. The majority of Chinese do not
know English well, and people do not want to stay in a strange environment that
cannot communicate well. Therefore, language is a big problem for Chinese tourist to

10. 9
go to Yukon for traveling.
These weakness, although challenging, are not impossible to overcome. In this
case, our tour will provide professional tour guides that can fluently Chinese and
English to let clients feel more comfortable. Also, a weakening Canadian dollar is
making travel to Canada more attractive to Chinese traveler. Another reason that
Weakening Canadian dollar benefit Yukon is because promote numbers of traveler
visit Yukon. We will appeal of Yukon as a holiday destination to mid-40’s Chinese by
promoting niches and natural experiences It Attractive people have success in their
career and take challenge and more wild life experiences.
In facts, the fierce competition from other destinations, especially, Alaska, goes up
dramatically. The similarity in produce offerings and target tourist makes it more
difficult to achieve product differentiation. As a result, the products have to be offered
reasonable promotion and combine the exciting characteristic to make them
impressive.
Setting Marketing Goals and Objectives
Marketing Goal A: To attract more Chinese visitors to Yukon to increase 5%
share of Yukon overseas market, market position for Yukon 2016-2017 move up to 6
from 7. According to this goal, advertise our product & destination with using a
Chinese social media in China.
Objective A1: To create WeChat page and use YouTube which are popular SNS to
attract certain groups of up-end potential customers, such as, entrepreneurs, lawyers,
doctors, company executives, and so on. And another group is outdoor lovers. Also,

11. 10
Advertising weekly in WeChat is a method to increase awareness of Yukon as a unique
destination. To publish excellent content at least four times a month.
Time Length: Marketing objective need a year to accomplish.
Measurability:
Increase the awareness of certain groups by 30%
Increase their engagement by 15%
Marketing Goal B: We, Beyond Travel, cooperate with the Board of Yukon Travel
to design the special ITC products for Chinese visitors.
Objective B1: We establish inventory of Yukon product and experiences by
organized FAM tours, to get the accurate costing resources, and provide marketing assets
including photography and videos, as well as suppliers list. According to the habits of
Chinese visitors, we prepare to satisfy Chinese travelers’ specific preferences in respect
to Chinese-speaking guides, food and other amenities being available in Yukon.
Time Length: the marketing objective requires two years to accomplish.
Measurability:
Increase cooperation with Chinese tour operators by 50%
Increase their engagement by 70%.
Marketing Strategy:targeting and processing
A. Primary target market
Demographics Segmentation: Yukon is aimed towards Chinese that are in their

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40’s and families with children. In Yukon, there is only 1.1% are Chinese, almost 350
people out of 30,195.
Geographic Segmentation:The major cities of tourists that visit Yukon come from
Canada and USA. There are other tourists from Australia, United Kingdom and Japan.
Tourists based travel to some major cities such as Whitehorse, Haines Junctions and
Dawson.
Psychographic Segmentation: The tourists are usually enjoy excite, hazardous and
one and only experiences in Yukon. Also a nature place to challenge and relax.
Benefit Segmentation: Traveler that visit Yukon are risk taker because Yukon has
to offer many sport in the trip. Visitor desire education about Yukon’s nature culture and
environment.
BehaviorSegmentation: The tourists that visit Yukon are the ones that buy at high
rated. Moreover, Yukon has high class of nature environment and adventure experience.
The tourists willing spend a lots of money for the destination that they visiting.
B. Positioning
Positioning Statement: A positioning statement for anyone that visit Yukon would
be a best adventure experience. Moreover, Yukon seeks tourists whom like adventures
and nature environment. People will want to go out form the ordinary.
Product Differentiation: For product differentiation, Yukon can promote their
unique experience against its competitors would offer incentives (10% off) during low
season. Furthermore, it promote consumers to visit Yukon and improves marketing
operations.

13. 12
Competitive Advantage: The Competitive advantage that Yukon has towards
special package is that they have all-inclusive resorts that have promotions to attract
visitors to stay in those resorts
Tactics andAction Plans
A. Product Strategy
 Product Mix – Features/Benefits
 We visit the First Nation interpretative center, which is an entertaining as
well as educational place to visit.
 Our bilingual guiders speak your language, will answer all your questions,
and take care of every little detail
 Diving motor homes that will be close to nature and be comfortable.
 We have preferred relationships with the hotels' coordinators, which offers
wireless access, cellphone signal. We make sure the safety as best as we can
 Brand name
Beyond Travel
As the Yukon`s slogan “Large then Life”, our customer will gain rich fantastic
experiences during travelling.
 Packaging
Our trip includes transportation (motor home), guider, driver, and meal and
campgrounds for 6 nights.

14. 13
 Product Levels/Offerings
Core Product Excitement
Tangible Product Safety, Quality of service, Leisure
travelling
Augment Car parking, Campground, Services
for visitors with special needs,
 Connection to differentiation/positioning strategy
 Professional bilingual guiders
 Offering motor homes
 Guider will pick up visitor from airport to hotel
 Living in all inclusive hotel, including meal, parking, A/C
 Staying campgrounds, like camping in Haines Junction
B. Pricing
Traveling is a high level of consumption. The price of product have great impact
of the choice of destination, the time of staying, and the levels of spending for
travelers. We ensure our cost structure to match our products value.
By giving cash discount, seasonal discount, and volume discount to customers, in
order to stabilize the old customers and attract new customers, and to rise the quantity
of sale, such as, quantity discount-10% off when customers spend a certain amount of
purchases

15. 14
9 days trips
Ctrip vacation, Vanfan travel Ltd. Beyond Travel Co.,
Ltd.
hotel types 3 star 3 star 3 star
total meals included 15 out of 21 10 out of 21 17 out of 21
flight inbound and outbound
international flight
inbound and outbound
international flight
inbound and outbound
international flight
car local tour coach local tour coach Motor homes
total price ¥29,499.00 ¥21,899.00 ¥25,899.00
C. Distribution
Direct distribution: Travel packages (B2C)
 Inviting people who loves adventure travel to Yukon.
 Motivate people take risk and challenge themselves to try different types of sports.
 Promote Yukon's nature environment
Indirect distribution: (B2B)
 Arrange travel package and give visitor a wonderful experience.
 Connection to traveler, being connect with a tour operator in China.
 Price amount, offer an admissibility price amount.
Intermediaries to be used

16. 15
Meet with tour operators, travel agency and adventurers.
Distribution Strategy (Intensity)
Focus on adventure experiencer and nature environment promotion.
Connection to differentiation/ positioning strategy
Cooperate with government sector promote Yukon to China and even other counties.
D. Integrated Marketing Communication Campaign Plan
 Campaign Strategy: In order to draw attention to the potential Chinese customers,
increase the awareness of Yukon, and push and pull them to take action to
purchase the ITC packages of Yukon; we will corporate with the local outdoor
clothing company to design a campaign plan, such as, Toread, to target the people
who love outdoor activities and love to explore the nature. Also, we will promote
our products to Triptm club which is full of entrepreneurs, high-end customers.
Meanwhile, we position Yukon and the ITC packages as for those who love
adventures and want to go out from the ordinary.
 Communication Strategy: The message of Yukon should impress the potential
Chinese customers immediately. “Wild Yukon is larger than life!” with the images
of the Midnight Sun, Klondike Gold rush, the incredible wilderness and wildlife,
the Northern Lights, the rich first nation cultures, and the must-visit North Pole.
All these will stimulate the interests to explore uniquely Yukon.
 Media Plan: we will use TV, radio, brochures, newspapers, and other promotional
vehicles to create awareness and motivate Chinese to travel to Yukon. especially,

17. 16
we will emphasize the contents in WeChat and YouTube which are so popular
among Chinese in order to accomplish reach and frequency objectives. In
addition, we encourage the customers who have travelled in Yukon to post their
photos and travel diaries there.
 Other Marketing Communication Activities: we will design an event with Toread
Company to increase the awareness of Yukon and our package. Toread promotes
a promotional game, in which the customers win a free trip to Yukon through
buying Toread’s products. Among Toread’s 100 stores, a mass audience is
reached. Meanwhile, the event will be in the air.
 Appropriation and budget: the Board of Tourism Yukon and Beyond Travel Co.,
Ltd should negotiate to set the appropriation to target the potential in China
market. And, we also should set return-on-investment goals to calculate the
expected profit returns based on the costs of reaching group up-end customers.
 Campaign Evaluation: To set an evaluation measures our campaign plan’s
effectiveness.

18. 17
Work cited
Destination Canada,. 'It’S Official (Again): Canada Has The World’S Best
Reputation.'. N. p., 2015. Web. 27 July 2015.
En.destinationcanada.com,. N. p., 2015. Web. 27 July 2015.
Hudson, Simon. Marketing for Tourism and Hospitality: A Canadian Perspective .
Toronto: Nelson, 2009.
Government of Yukon,. 'Yukon Government Increases Investment In Yukon Museums'.
N. p., 2015. Web. 27 July 2015.
"Strategies & Plans." Strategies & Plans. N.p., 2015. Web. 28 July 2015.
Tc.gov.yk.ca,. N. p., 2015. Web. 27 July 2015.
“白马北极光 9 天之旅 （育空地区).”wanfantravel.wanfantravel.n.d.web.25 July
2015.
“加拿大 9 日 7 晚半自助游.”vacations.ctrip.ctrip.com.2015.web.25 July 2015