THE GREAT NORTHERN LOOP: EXPEDITION 51°
Expedition 51° signifies a series of interprovincial tourist routes linking Northern Quebec and Labrador. This loop circuit includes regions accessible along routes 389, 500, 510, and the eastern segments of route 138.
Expedition 51°, the result of a year-long partnership between HORIZON TNL, Tourisme Côte Nord, and Destination Labrador, was officially launched in June 2018.
The first phase of the partnership consisted of developing the thematic concept of the routes to amalgamate all related tourism products under a single brand. Following a market study and focus groups, Target Marketing & Communication created the branding that our panel selected.
OBJECTIVES
- USE COMMON BRANDING TO PROMOTE THE SERVICES AND EXPERIENCES OFFERED BY TOURISM ORGANIZATIONS AND OPERATORS ON BOTH SIDES OF THE BORDER TO ATTRACT NON-RESIDENT TRAVELERS SEEKING AUTHENTIC ADVENTURES.
- HELP TRAVELERS ORGANIZE THEIR TRIPS, ENHANCING THEIR AWARENESS OF THE DISTINCT REGIONS THROUGHOUT THEIR JOURNEY.
- APPLY THE KNOWLEDGE GAINED IN GROUP MARKETING AND EXPLORE DEVELOPMENT OPPORTUNITIES THAT FAVOUR THE NEWFOUNDLAND AND LABRADOR AND QUEBEC REGIONS.
The Government of Canada invested $15,750 in this project through the Business Development Program (BDP) of the Atlantic Canada Opportunities Agency (ACOA). Tourisme-Côte Nord, in partnership with the Minister of Quebec Tourism, invested $25,000. The Government of Newfoundland and Labrador invested $10,916 through the Regional Development Fund of the Department of Tourism, Culture, Industry and Innovation (TCII).
Progress
The second phase of the project, the completion of highway signage, is currently underway.
For more details on the project, please visit the
Tourisme Côte-Nord website.
