“Yukon, North of Ordinary was based as an in-flight magazine. So what we did, the first two years, we put a lot of locals in the magazine, to build loyalty with the locals. And there is also a huge loyalty to Air North, because they broke Canadian Air, or Air Canada’s prices. Air Canada used to have outrageous prices, and with Air North, the fares got a lot cheaper. So there’s a lot of loyalty to them. So we put a lot of people in the magazine, so people would go, oh I know that person. It literally feels like everybody in the Yukon knows someone that’s been in the magazine.”