January 15, 1999
(Executive Council)

Soiree'99 to get $1.5 million for marketing from federal-provincial agreement

Soiree'99 received a boost today as Fred J. Mifflin, Minister of Veterans Affairs and Secretary of State for the Atlantic Canada Opportunities Agency, and Brian Tobin, Premier of Newfoundland and Labrador, announced $1.5 million towards the celebrations' marketing efforts.

Funding announced today through the Canada-Newfoundland Comprehensive Economic Development Agreement will be used for marketing and communications around the year-long festivities and include: television, radio and newspaper advertisements; direct mail pieces; pageantry; publications; and other promotional activities.

"Newfoundland and Labrador exceeded tourism expectations in 1997 with the Cabot 500 Celebrations," said Minister Mifflin. "Strategic tourism investment is one way to help diversify our economy. The success of Cabot, and the strong tourism performance in 1998, would suggest that these investments are paying dividends. It is important that we support tourism marketing efforts to ensure continued economic impact of our tourism activities, and especially Soiree'99."

Soiree'99 marketing efforts will be geared toward three primary markets: sight-seeing/touring markets; visiting friends, family and relatives; and niche segments such as convention planners. The marketing campaign will be instrumental in carrying the province to the goal of 500,000 non-resident visitors by 2002. At this level, visitors will inject $270 million into the provincial economy.

"Soiree'99 provides an excellent opportunity to celebrate our place in Canada as we mark the 50th anniversary of Confederation," said Premier Tobin. "Through coordinated marketing efforts, we will heighten the level of interest in our province and encourage everyone to come `Celebrate Canada our way'."

All marketing activities will be coordinated through the provincial Department of Tourism, Culture and Recreation.

The Canada-Newfoundland Comprehensive Economic Development Agreement is a $50.14 million initiative coordinated federally by ACOA and provincially by the Departments of Industry, Trade and Technology and Development and Rural Renewal.

For more information, please contact:

Randy Devine, ACOA, (709) 772-2935

Heidi Bonnell, Premier's Office, (709) 729-3960

1999 01 15                                         4:15 p.m.