Situation
Greenland’s new brand, Pioneering Nation, has firmly positioned the country as an adventure destination. As an emerging destination, establishing strong relationships with regional destination partners such as Iceland as well as tour operators with loyal adventure travelers, is a priority.
Visit Greenland requested support in refining their existing marketing vision and strategy and collaboration in developing their tactical marketing plan.
ATTA’s AdventureEDU Solution
In a two-day workshop, AdventureEDU facilitators worked with representatives from Visit Greenland and regional destinations to discuss vision, strategies and tactics for creating strong partnerships, co-marketing and leveraging brand values to increase arrivals to Greenland.
Day 1
Adventure Tourism Trends
- Shifts in consumer preferences
- Industry trends
- Strong adventure brands and what we can learn from them
- Greenland’s brand positioning
Day 2
Marketing Tactics
- Evolving relationships with regional tour operator partners
- Destination companies and events and how to maximize their effectiveness
- New Greenland products and potential positioning
A final report provided a summary of observations from the workshop and additional recommendations for fostering regional cooperation within the country and working with international tour operators and travel agents.
Photo © Mads Pihl / Destination Arctic Circle
“We had new industry partners either in the planning stages or early stages of building that were able to take away a lot of information and real examples that will assist them to get their product ready. We anticipate some of these Alberta partners to be ready for business in their next upcoming season.”
– Bart Donnelly, Business Development Director, Canada, USA & Europe, Travel Alberta
“I recently had the opportunity to attend Alberta’s first AdventureEDU event and it was such a great way to spend two days. The first day was a beneficial way to look at experiences we already offer, and how we might tweak them to make them even more memorable for our guests. But the second day was particularly helpful in reviewing the safety aspects for our adventures, so each of our guests can be comfortable at whatever they perceive their level of risk to be. Of course, the networking opportunities were abundantly encouraging! Anyone who has the opportunity to attend one of the ATTA’s events like this, should. Beautiful location, delicious food, highly informative, experienced speakers, and above all – FUN! Thanks ATTA, and Travel Alberta for the opportunity!”
– Shirley Zelman, Co-Owner, Grand Rapids Wilderness Adventures