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FOR THE MEDIA
DIAMONDS IN THE ROUGH TO ATTRACT TOURISTS TO NORTHERN CANADA - MARCH 17/2008
Visitors to Canada’s north this summer will find that “diamonds in the rough” means more than fascinating communities and spectacular scenery - it also means a brilliant one carat Polar Bear Diamond ™ valued at over eleven thousand dollars.
Each year thousands of visitors drive the Deh Cho Travel Connection, a scenic touring route linking the Alaska, Mackenzie and Liard Highways in northern Canada. Deh Cho is the Dene word for “big river” and a fitting name for a region with the colossal Peace, Liard and Mackenzie Rivers. The route traverses some of the most spectacular terrain in Canada, drawing visitors with its magnificent wildlife, rich culture and history, and outdoor recreation opportunities.
This year, adventurous travelers have another great incentive to travel the Deh Cho route - the opportunity to win a Government Certified Canadian Diamond™, mined this year at Canada’s first diamond mine in the Northwest Territories and created at a local cutting and polishing factory in Yellowknife, Diamond Capital of North America™. All they have to do is participate in the 2008 Deh Cho “Diamonds in the Rough” Passport contest.
Tourism partners in the Northwest Territories, British Columbia and Alberta have cooperated for years to promote the Deh Cho touring route. The 2008 Deh Cho Passport is a cooperative effort to encourage visitors to travel the entire route and to experience more along the way.
Travelers can pick up their 2008 Deh Cho Passport and get it stamped at any of the twenty designated visitor information centres along the Deh Cho route. To win the diamond other amazing prizes, travelers must collect no less than four stamps from each jurisdiction – Alberta, Northwest Territories and British Columbia.
The Diamonds in the Rough campaign will run from May 15 – September 15, 2008. Full contest details are available at www.dehchotravel.com.
For further information, please contact:
Ron Ostrom
Director of Marketing
Northwest Territories Tourism
1-867-873-5007
marketing@explorenwt.com
Clint Fraser
Director of Marketing
Northern BC Tourism Association
(250) 561-0432
clint@nbctourism.com
Steve Lane
Managing Director
Alberta North Tourism Destination Region
1-800-756-4351
steve.lane@tavelalberta.com
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