How might we better position eco-learning vacations in the Canadian sub-Arctic to attract a younger demographic?
Churchill, Manitoba is known for serving as an important, uniquely Canadian resource for wildlife and environmental researchers and scientists. Wild polar bears, beluga whales, arctic foxes and snowy owls are just a few of the animals that can still be observed here. Along with a diverse and beautiful variety of plants that grow in the transitional zone between the boreal forest and arctic tundra. Through one-to-one interviews with CNSC staff, volunteers and Churchill travellers, we gained a deeper understanding of the current scientific, programming and sustainability initiatives and created insights outlining the centre's perceived benefits and strengths according to the target demographic audience to guide the focus of their eco-learning vacation positioning strategy.