Newfoundland and Labrador Pavilion in Bristol, England

April 29, 1996
(Tourism, Culture and Recreation)

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
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.

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