Overland Yukon
Like many great business ideas, Overland Yukon was conceptualized over a beer. During a road trip in Costa Rica, where Andrew Pettitt and some friends rented a Land Rover Defender to get around, he wondered why such a travel experience wasn’t available in his home territory of the Yukon. In a land where the population of moose outnumbers that of people, there was surely a market of tourists eager to explore the vast landscape and wilderness of Canada’s northwest. But before launching the all-inclusive Jeep rental business in 2018, Pettitt needed to first test the market.
“That initial season was really an opportunity for us to determine who our potential clients were,” says Pettitt. By using Google Data Studio, he learned that Overland Yukon’s website traffic was highest among those in Europe and within a 34- to 40-year-old age demographic. “We missed the mark initially, but this information allowed us to restructure our pricing and marketing plan entirely,” says Pettitt.
“Our data-driven approach with Google services has been one of, if not the, most important component to the growth of our business,” says Pettitt. He attests that many of the business decisions made at Overland Yukon are influenced by Google Data Studio’s trajectory predictions combined with a willingness to change and evolve in accordance with the insights provided. To enhance brand awareness, for example, the team began developing in-house content for its website, YouTube and social media accounts and investing in marketing dollars through paid Google Ads to boost activity. “It doesn’t go without saying that some of Google’s best products are free,” adds Pettitt. “We created a private map on Google Maps with resources for travellers that allows our customers visiting the Yukon to see what their trip might look like. In a way, our brand started as simply a rental car program, but we’ve built on that in ways that enhance the experience of travel and allow us to get a lot of user-generated content back for us to use as marketing material.”
Every month in 2021, Google helped drive over 235 million direct connections, including phone calls, requests for directions, messages, bookings and reviews for Canadian businesses—a benefit to Overland Yukon, as visitors from around the world are able to reach out, ask questions and book trips, all through a quick Google Search. Today, travellers from the United Kingdom, Germany, Australia and the United States make up some of Overland Yukon’s biggest customer demographics. And by tracking how and when customers from each country book with the company, they’re able to offer a more tailored and seamless booking experience. Not to mention, verify their capabilities for expansion into Alaska.
“Our data-driven approach with Google services has been one of, if not the, most important component to the growth of our business.”
Small businesses are the backbone of the Canadian economy. From car rentals to restaurants to beauty products and all of the success stories untold, Google Canada’s impact is evident. As the digital market continues to cement itself as a global standard, it’s imperative that Canada’s future business owners are equipped with the digital tools and services they need to thrive. “We want to make it as easy as possible for Canadian businesses to access the digital tools and insights they need to grow online,” says Geremia. “That’s why services like our Google for Small Business resource hub are available at no cost, giving SMB owners recommendations and resources to help start or build their online presence and achieve their goals.” In addition, it’s about connecting with communities that need it most. “Knowing that underrepresented communities have been more impacted by the pandemic, we also want to ensure that we’re reaching those facing greater barriers to opportunity,” she adds. “With this in mind, we have formed new collaborations, like with NPower
Canada to deliver Google Career Certificate courses, ComIT to re-skill Indigenous job seekers, and supporting Indigenous businesses through a partnership with the Canadian Council of Aboriginal Businesses.
Alongside Google’s products, Google for Startups Accelerator Programs and digital skills training, Google Canada’s investment in communities across the country by way of its suite of business tools and partnerships is a reflection not only of the potential but immense talent within our borders.