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January 14, 1997
(Tourism, Culture and Recreation)

Major Corporate Sponsors Announced for Matthew Visit

Sandra Kelly, Minister of Tourism, Culture and Recreation, today announced that Marine Atlantic and Sobeys will join with Labatt Breweries to become the major corporate sponsors for the Matthew Visit anchor event of the Cabot 500 Anniversary Celebrations.

"Government is proud of this province's corporate support of Newfoundland and Labrador's Cabot Celebrations," Ms. Kelly said. "Marine Atlantic and Sobeys are well-known and exceptional corporate citizens which regularly give back to our community through investing in the province and its people. These companies, along with Labatt Breweries have solid reputations and this provides an ideal fit for the Cabot Celebrations. Government feels privileged to have Labatt, Marine Atlantic and Sobeys associated with the centrepiece event of the Cabot 500 Celebrations."

The Matthew Visit will be a 46-day, province-wide event. The modern-day replica of John Cabot's Matthew will arrive in Bonavista on June 24, 1997. Following the landfall event, the Matthew will visit 16 other ports of call including: Grates Cove, Harbour Grace, St. John's, Placentia, Grand Bank, Harbour Breton, Burgeo, Port aux Basques, Stephenville, Corner Brook, Red Bay, St. Anthony, La Scie, Botwood, Twillingate, and Trinity where it will depart the province on August 9, 1997.

The landfall ceremonies in Bonavista will include a Royal Visit by Her Majesty Queen Elizabeth II. As well, a Flotilla of vessels from the Great Lakes, the Eastern United States and the province will greet the Matthew for her sail into Bonavista harbour.

"The celebration activities in each port of call will be delivered by government's Cabot 500 Celebrations and local committees. Thousands of volunteers are responsible for creating a world-class event of which the entire province can be proud," said Doug Moores, Chair of the Matthew Visit Committee. "The entertainment for the ports of call will be a consistent package which will depict and celebrate the unique culture and heritage of each port."

"Marine Atlantic is a long-time tourism partner and will be instrumental in transporting people to the celebrations in Newfoundland and Labrador," Ms. Kelly said. "This partnering initiative will strengthen the province's tourism infrastructure while facilitating the continued growth of the industry."

Marine Atlantic operates the two largest car ferries in North America. It provides passenger and cargo transportation between North Sydney and Port aux Basques, and between North Sydney and Argentia. Marine Atlantic's scheduling for the North Sydney/Argentia run will accommodate visitors who wish to participate in the landfall ceremonies in Bonavista.

"This history-making partnership will allow Marine Atlantic to take its place in the tourism industry and the future of tourism in this province," said Moya Cahill, Chairman of the Board of Directors of Marine Atlantic.

"Sobeys is a highly respected name in this province's business community. With 52 outlets throughout Newfoundland and Labrador, it is certainly appropriate they are involved in this province-wide event," Ms. Kelly said. Sobeys provides a wide variety of services to the people of Newfoundland and Labrador including, but not restricted to, the distribution of product from TRA Distributors to Sobeys grocery stores, Foodlands grocery stores, and Needs convenience stores. Throughout the years, Sobeys has established deep roots in all parts of the province.

"Sobeys has been involved in the Newfoundland and Labrador business community for over three decades. Through our involvement in the Matthew Visit, Sobeys is able to acknowledge the importance of this province's cultural heritage as well as Sobeys' business history in Newfoundland and Labrador," said John Sobey, President of Sobeys Inc.

Both Marine Atlantic and Sobeys will join Labatt Breweries in becoming the official corporate sponsors of the Matthew Visit. Jeff Clark, Director of Sales of Labatt Breweries, Atlantic Region said: "This partnership goes beyond a financial contribution, it is an opportunity to partner with government and with other companies who have strong roots in this province in an effort to escort Newfoundland and Labrador into a vibrant tourism industry of the future."

Contact: Laura Cochrane, Director of Communications, Department of Tourism, Culture and Recreation, (709) 729-0928, or Gillian Marx, Public Relations Coordinator, Cabot 500 Celebrations, (709) 729-2832 or (709) 729-1997.