Crystal Lake Resort, south of Vanderhoof, is a locally owned wilderness experience complete with hunting and fishing opportunities and diverse accommodations. With a clientele based primarily in the United States, Crystal Lake felt the immediate effects after the US/Canada border closed due to the COVID-19 pandemic.
The owner, Dan Brooks, realized the need to include a domestic market as additional revenue and through a $17,569 rebate via the SBR program, he hired a consultant to refine and develop this market based on the Crystal Lake Resort experience.
“With the collapse of international travel, tourism operators like me that previously catered to international visitors are now having to reimagine their business plans,” said Brooks. “Turning
to a local tourism market means creating new products to cater to local needs.“
This multi-faceted project includes a marketing plan and destination marketing video that captures a larger domestic, Canadian-resident, clientele. As well, the development of a customer portal on the existing website enables clients to look at property options and book a trip based on their preferences.
The marketing plan will also include the design of print ready materials to ensure clients who are not yet comfortable with digital platforms can also learn about the resort through traditional advertisements.
“Redesigning websites and online content to advertise to these new markets is critical to our success,” said Brooks. “Northern Development’s support of reimagining and implementing new
marketing strategies has helped rebuild our business on a different foundation and enabled us to look forward to 2021 with new optimism.”
