One might say Yukon tourism officials are displaying nerves of steel in their latest innovative tourism marketing venture.

Snowshoeing, dogsledding, ice fishing, fat tire biking in the Yukon … it’s a little bit metal, the Department of Tourism and Culture says.

Sightseeing, cross-country skiing, snowmobiling, helicopter touring in the Yukon … it’s a little bit metal.

Northern lights, hot springs, Yukon in the winter … it’s a little bit metal, the department says.

“Metal” isn’t just for mining anymore, it said Monday.

As part of its ongoing work to promote the Yukon as a year-round tourism destination, Tourism Yukon has launched a slick new winter tourism marketing campaign about all the ways the Yukon is metal.

In popular culture, the phrase “being metal” is akin to saying that something is “so hardcore that it can only be compared to heavy metal music,” Tourism Yukon pointed out.

“While the temperatures and activities commonly associated with the Yukon winter might at first glance seem appropriate for only the most hardcore northerner, the modern comforts available in the territory make it more accessible than people might think,” the department said in a statement.

“Hence the reference to “a little bit metal.”

Tourism Yukon worked with local film producers GBP Creative, Bullen Brothers Films and Cossette/Aasman Brand Communications to create a metal-inspired video.

As well, Archbould Photography was hired to provide photography for the supporting marketing pieces.

Production costs were in the $60,000 to $65,000 range.

The video features an original song with lyrics by Cossette/Aasman Brand Communications.

Following a public casting call, four Yukon musicians were hired to appear in the video to play alongside the recording as a Yukon metal band.

Winter activities featured in the video include snowshoeing, dogsledding, ice fishing, fat biking, flightseeing, cross-country skiing and snowmobiling. All of these activities are available from Yukon tourism operators.

Filming locations included Shallow Bay, Lake Laberge and the Eclipse Nordic Hot Springs, as well as several other locations around the Whitehorse area.

On Monday, the video began appearing online in British Columbia, Alberta and Ontario. It will do so until the end of March.

A 30-second version of the video will also air during the televised Juno Awards.

The full song is available on Spotify and the music video can be viewed on Travel Yukon’s website and YouTube channel.

“You will have to turn this video up to 11,” said Tourism and Culture Minister John Streicker.

“This unique campaign will show Canadians that visiting the Yukon in winter is worth it, because it’s a different world up here, with one-of-a-kind experiences to entertain all manner of travellers looking for a unique adventure. The Yukon is truly ‘a little bit metal.’”

Winter visitation accelerates annual tourism growth without straining the territory’s limited labour force, Tourism Yukon said.

“With visitation to the Yukon in the summer reaching capacity, the opportunities to expand the economic impacts related to tourism exist in the shoulder and winter seasons,” the department said.

“Winter tourism will stabilize the economy and ensure year-round amenities continue to operate for the benefit of Yukoners and visitors alike.”

The campaign targets Canadians motivated by recreation and exploration between the ages of 30 and 65. The metal genre is cross-generational and inclusive.