April 29, 1996
(Tourism, Culture and Recreation)
Newfoundland and Labrador Pavilion in Bristol, England
Sandra Kelly, Minister of Tourism, Culture and Recreation, today announced that government
is launching an aggressive marketing program next month in Bristol, England. Government is
targeting The International Festival of the Sea as this year's major marketing initiative
for the Cabot Celebrations.
"Government's strong marketing of the Cabot Celebrations will increase
Newfoundland and Labrador's exposure in the international tourism marketplace," Ms.
Kelly said. "These celebrations will grow our tourism industry and therefore
strengthen our economy. Every non-resident who visits the province next year brings new
money into Newfoundland and Labrador. This economic activity will enhance a tourism
industry which employs more than 15,000 people province-wide."
Government's new marketing initiative involves positioning a Newfoundland and Labrador
pavilion at The International Festival of the Sea in Bristol, England which runs May 24 -
27, 1996.
The International Festival of the Sea is the largest maritime event ever staged in
Britain. The highlight of the festival is the official dedication of the modern-day
replica of John Cabot's Matthew During the dedication ceremony, Premier Brian Tobin, who
received an official invitation to speak at the ceremony, will invite all present to come
to Newfoundland and Labrador in 1997. The Bristol 96 Committee anticipates that
approximately one million visitors will come to see the festival's pavilions and ships
from 11 countries including France, Sweden, Finland, Italy, Canada, Britain, and Holland.
"This event is best compared to a mini-Expo," Ken Corbett, General Manager of
the Cabot Celebrations said. "Newfoundland and Labrador's pavilion is perfectly
positioned. It is very close to the Matthew vessel and directly across from the media
centre where BBC's television cameras will broadcast the festival to tens of millions of
households throughout Britain."
The Cabot Celebrations has partnered its efforts with 20 associations/businesses in the
tourism industry. These participants, all of which will incur the associated expenses,
will have the opportunity to promote their individual products within the Newfoundland and
Labrador pavilion.
"For the participating tourism operators, this represents an opportunity of a
lifetime," Dr. Arthur Sullivan of Discovery Tours said. "This is a good example
of gaining strength in numbers. The artists, artisans, musicians, and industry
participants, together with government's own promotional efforts, will make for an
attractive pavilion that will give a real flavour for our people and our culture. The
partnering of our resources will certainly secure a successful marketing program."
Government's projected budget for the project is $165,000 and includes: pavilion rental
space, pavilion decor, freight, associated travel costs, advertising materials, public
relations, and a pavilion reception. "There is no doubt that these are tough economic
times for Newfoundland and Labrador. We all recognize that government needs to cut
expenditures and reduce its deficit. In strengthening the province's economy, government
must also invest money in order to make money. Strong industries are the cornerstone of
any prosperous economy," the Minister said. "The Cabot Celebrations have the
potential to bring in an additional 60,000 non-resident tourists to the province and
generate an additional $20 million for our economy."
Backgrounder
- Project Dimensions:
International Festival of the Sea
Dates: May 24, 1996 to May 27, 1996
Hours of operation: 10:00 a.m. to 8:30 p.m. daily
Pavilion size: 83,000 sq. feet (equivalent area - Memorial Stadium's ice surface) Number
of industry participants: 20
Number of artisans: 7
Number of musical groups: 3 (comprising 10 musicians)
Visitors/participants to the festival (as anticipated by Bristol '96 Committee):1 million
- Overview of the business functions:
- news/travel trade media relations in London, Bristol, and other targeted cities in
Britain
- management of all logistics including organization and coordination of all Newfoundland
and Labrador industry participants, artists, artisans, and musicians
- management of and assisting in the set-up and tear-down of the Newfoundland and Labrador
pavilion
- staffing the pavilion's theatre, information station, and souvenir centre
- liaise with the Bristol '96 organizing committee
- marketing Newfoundland and Labrador's tourism product and specifically the Cabot
Celebrations
- other economic opportunities
- Job descriptions of attendees:
Honourable Brian Tobin, Premier
Representing the Government of Newfoundland and Labrador
Participating in the official commissioning of the Matthew ceremony. Other official
functions, media interviews, and other business opportunities.
Honourable Sandra Kelly, Minister
Representing the Department of Tourism, Culture and Recreation
Ambassador role, media interviews, education to Matthew project, spokesperson, and other
meetings.
Laura Cochrane, Director, Public Relations
Representing the Department of Tourism, Culture and Recreation and the Cabot Celebrations
(PRE and POST) News/travel trade media relations in London and Bristol, liaison with
Newfoundland and Labrador media, spokesperson, other meetings in Britain with United
Nations organizations participating in the Summit of the Sea in St. John's in 1997. Media
relations for Minister and Premier.
Ken Corbett, General Manager
Representing the John Cabot 500th Anniversary Celebrations
Overall management of the Newfoundland and Labrador pavilion. Coordinator of protocol
issues, liaison with the Bristol '96 Committee, purchasing/hiring authority. Managing and
assisting in the set-up and break-down of the pavilion.
Gillian Marx, Marketing Specialist
Representing the John Cabot 500th Anniversary Celebrations
(POST) Travel/trade media relations in selected British cities, coordinate all
marketing/communications follow-up from the festival, public/media relations support,
overall support services ie. information booth, theatre, souvenir shop, etc. Part of the
team required to set-up and dismantle the pavilion.
Lorraine McGrath, Event Coordinator, Regional Events
Representing the John Cabot 500th Anniversary Celebrations Coordinator of all logistical
needs and requirements for government, Cabot, industry participants, musicians and
artisans; setting-up the artisans and work/performance stations; coordinator of travel,
pavilion space, signage and industry booths; customs' liaison; manager of overall support
services ie. information booth, theatre, souvenir shop, etc. Part of the team required to
set-up and dismantle the pavilion.
Brent Meade, Event Coordinator, Eastern and Bonavista
Representing the John Cabot 500th Anniversary Celebrations
Management support services to General Manager, representing Bonavista, liaison with the
Bonavista Matthew event, other meetings with England's Matthew Committee. Part of the team
required to set-up and dismantle the pavilion.
Rose Daley, Event Coordinator, The Matthew
Representing the John Cabot 500th Anniversary Celebrations
Liaison with the Newfoundland and Labrador Matthew event, other meetings with England's
Matthew Committee to discuss requirements of the crew, ship, etc when in the province,
coordinating visuals of the Matthew for use in marketing materials, assessment of exhibit
for province's use/adaptation, overall support services ie. information booth, theatre,
souvenir shop, etc. Part of the team required to set-up and dismantle the pavilion.
Contact: Laura Cochrane, Public Relations Director, Tourism, Culture and Recreation,
(709) 729-0928, fax: (709) 729-0870.
|