Frontiers North Adventures (FNA) is a Manitoba-born and -bred company that specializes at hosting international travellers in Canada's north on expert-guided group tours. FNA sells to international, niche markets through a global network of tour operators and also directly to guests. During his talk, John will discuss the importance of Corporate Social Responsibility as well as challenges securing "share of the suitcase", competing with adventure and photographic destinations from Antarctica to Svalbard and tourism destinations from Rome to Banff.

1. Adventures in Marketing.
John Gunter

2. Lay of the land.
• Company & product orientation.
• Core values.
• Our guests.
• Marketing & distribution channels.
• Corporate social responsibility.
• Trends, observations.

3. Frontiers North
Adventures.
• Expert-guided, group tours 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.
We inspire our guests to become invested in
Canada’s north by delivering quality nature
adventures in a sustainable and responsible
manner.
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.

27. 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.

28. Our guests.
• Photo Specialists
• Classic Tourists
• Adventure Travellers

29. Our guests.
Photo Specialists
• Invest in value (time the most precious
commodity, not necessarily money).
• Satisfied having acquired the perfect image.
• Appreciate the best access in the world to
wildlife.

30. Our guests.
Classic Tourists
• Invest in value (time the most precious
commodity, not necessarily money).
• Satisfied having acquired a sense of place.
• Appreciate rush of adrenaline, expert
guiding, fine dining and comfortable
accommodations.

31. Our guests.
Adventure Travellers
• Invest in unique experiences at the right
price.
• Satisfied adding a notch to their belt.
• Appreciate being back at work on Monday.

32. Adventurer Classic Photo
Travellers Tourists Specialists
• Self guided. • Expert guided • Expert guided
(pro tour leader). (pro photog).
• Time- & • White glove. • Most time
cost-efficient. with wildlife.
• Large sized • Medium sized • Small sized
groups. groups. groups.

33. Distribution channels.
• Retail
• Trade
• Media
• Incentives

34. Distribution channels.
Retail
• Mainly North America.
• Adwords, magazine, newspaper.
• Consumer shows.
• Brochure, website.

35. Distribution channels.
Trade
• Canadian Tourism Commission-identified
core- and emerging-markets.
• Nurture relationships, sales calls, agent
training, host FAMs.
• Co-op advertising (in-market print, billboard,
etc.).

37. Distribution channels.
Media
• Travel, cinematography & current affairs.
• Credibility, nurture relationships, host FAMs.
• ITV, Olympics, San Francisco Chronicle...

40. Distribution channels.
Incentives
• Corporate groups.
• Orgs whose ethos align with our own.
• Reputation, relationship building.

41. Social media?
• FNA Twitter: travel writers, media.
• FNA FaceBook: guests.
• My FaceBook & Twitter: industry.
• "Face to face vs. Facebook".

42. Corporate social
responsibility.
1. Environmental Practices and Sustainability.
- Manage against environmental impact assessment.
2. Workforce and Employee Practices.
- Diversity: 12% Aboriginal, 6% visible minority, 54% female managers.
3. Commitment to our Community.
- $1.6M investment = ~ $4M economic activity.
4. Educational Outreach.
- Best guides in Canada, balance contemporary and traditional knowledge.
5. Corporate Giving.
- CBSR suggests 1% pre-tax. 6% for FNA in 2010.

49. Manage guest experience at every step
Frontiers North Other Guys
Expert Guiding ✔
Flights ✔
Luggage Transfer ✔
Transports ✔
Hotel ✔
Restaurant ✔
Culture ✔
Tundra Buggy ✔®

50. Manage guest experience at every step
Frontiers North Other Guys
Expert Guiding ✔ ✔
Flights ✔ ✔
Luggage Transfer ✔
Transports ✔
Hotel ✔
Restaurant ✔
Culture ✔
Tundra Buggy ✔®

51. Manage guest experience at every step
Frontiers North Other Guys
Expert Guiding ✔
Flights ✔
Luggage Transfer ✔ ✔
Transports ✔ ✔
Hotel ✔ ✔
Restaurant ✔ ✔
Culture ✔
Tundra Buggy ✔® ✔

52. Differentiation.
Locking your gaze with a wild polar bear 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.

53. Trends, observations.
• Share of the suitcase.
• Competitors discounting & attempting to
reinvent themselves.
• Competing on price with Tundra Inn brand.
• Guests expecting the same value, in a
shorter duration trip.
• Stay relevant, challenge dogma.

54. What’s new.
• Polar Bear Cam.
• Explore.org, Polar Bears International,
Frontiers North Adventures
• World Wildlife Fund - Coca Cola campaign.

55. Thank you!
John Gunter
FrontiersNorth.com