The Association franco-yukonnaise (AFY) has launched a new tourism marketing initiative for the Yukon that replaces traditional advertising slogans with musical compositions. The project features collaborations with French singer-songwriter Pomme and Quebec-based artist Safia Nolin.
The initiative, described by organizers as an exercise in geopoetics, aims to reshape the narrative surrounding the territory by focusing on artistic sensibility and musical expression rather than conventional promotional messaging. Camille Gachot, the manager of tourism marketing at the AFY, is credited as the architect behind the project.
By integrating the work of these musicians, the AFY intends to influence potential travelers through an emotional and sensory approach to destination branding. The campaign marks a shift in how the organization communicates the identity of the Yukon to prospective visitors.
Article source: auroreboreale.ca | Image credit: Aurore boréale