Karen Jones Consulting

Case Studies

Destination Northern Ontario: Experience Fishing Program

Destination Northern Ontario (DNO) is one of 13 regional tourism organizations, and it operates in the area north of the French River, west of the Ottawa River to the Manitoba border, and north to the salt water coast. DNO directly supports tourism businesses and communities to build better quality experiences that resonate with consumers to grow the industry by increasing visitation and yield. Destination Northern Ontario is aligned with the priorities of the Ministry of Heritage, Sport, Tourism and Culture Industries and works collaboratively with Destination Ontario.


To develop an industry-led program to introduce women, new Canadians, children and families to the sport of fishing while generating interest for visitors to come and stay within Northern Ontario lodges and resorts. The program also focuses on providing business development support to participating operators to ensure they have the necessary tools and resources to implement the program and attract new markets to their operations.


KJCO worked with partners to develop the Experience Fishing Program in order to support operator capacity building, develop and enhance product offerings and access new merging markets. KJCO did this by establishing a brand, creating marketing materials, building partnerships and developing resources, training materials and an Implementation Guide. KJCO has also been contracted to implement the Experience Fishing program through a three-year pilot initiative including operator recruitment, business development support, marketing efforts and sponsorship solicitation.