News Releases
Government Home Search Sitemap Contact Us  


January 7, 1999
(Tourism, Culture and Recreation)


Soiree '99 Marketing Campaign

Charles Furey, Minister of Tourism, Culture and Recreation, today announced the details of a national marketing campaign for Soiree '99. "This initiative is aimed at bringing national attention to the 50th anniversary of Newfoundland and Labrador's Confederation with Canada and to build awareness of Newfoundland and Labrador as a prime tourism destination," said Furey.

There are two parts to the marketing campaign. The first is an advertising program using television, magazines and newspapers in the province's major tourism markets. In addition to traditional 'Imagine That' advertisements, the department will introduce several new advertisements, highlighting the anniversary spirit and the many sites and attractions which are part of Soiree'99. The advertising program will run in major markets from February to May. A resident program will also run within the province from May to July.

The second major component of the marketing campaign focuses on public relations and promotion. The public relations initiative will start with a six city tour including receptions and media opportunities in Vancouver (January 26), Calgary (January 28), Ottawa (February 2), Toronto (February 4), Montreal (February 9) and Halifax (February 11).

"Newfoundland and Labrador is building on the increased awareness of our province as a unique and inviting destination," said Furey. "During 1999, we will be celebrating the province's Confederation with Canada and celebrating our cultural heritage. The receptions are targeted at travel personnel, tour operators, and travel and lifestyle media. This cross-Canada marketing initiative which will include a fine display of our local talent, culture and cuisine is aimed at encouraging travellers to make Newfoundland and Labrador the place to be in '99."

"Soiree '99 offers an excellent opportunity to celebrate our history and to encourage others to enjoy the experience of a Newfoundland and Labrador vacation, an experience which is unparalleled. These receptions and media opportunities will enable us to display a sample of our tourism products to key influencers in the travel industry," said Furey. Similar initiatives in the past few years have yielded millions of dollars in added-value advertising and publicity, and have helped to raise the province's profile significantly. For example, public relations for the Cabot 500 celebrations generated $36 million in publicity value.

Premier Tobin and Minister Furey will host the receptions and act as the main promoters for Soiree '99 on this sales tour. Participants in the tour with the premier and Minister Furey include the local musical group The Ennis Sisters and Spirit of Newfoundland Productions who will provide musical entertainment as well as the theatrical vignettes that highlight the cultural tapestry of our province. Chef Steven Watson, executive chef with CP Hotel Newfoundland, will be preparing traditional cuisine for the events. Tourism industry associations have been invited to attend.

Contacts: Tara Laing, Dept. of Tourism, Culture and Recreation, (709)729-0928.

1999 01 07 5:30 p.m.


SearchHomeBack to GovernmentContact Us


All material copyright the Government of Newfoundland and Labrador. No unauthorized copying or redeployment permitted. The Government assumes no responsibility for the accuracy of any material deployed on an unauthorized server.
Disclaimer/Copyright/Privacy Statement