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July 21, 1999
(Tourism, Culture and Recreation)


National men's fragrance campaign offers a piece of Newfoundland and Labrador

Charles Furey, Minister of Tourism, Culture and Recreation, announced today that Coty Mens' Fragrances will be offering a Labrador fishing trip as a prize in their national advertising campaign for 2000. The campaign is designed to boost sales of Coty's top four selling fragrances - Stetson, Stetson Country, Preferred Stock and Sierra. This national campaign will offer as its top prize the choice of a salmon fishing trip for two, on either the west or east coast of Canada. The winner of the contest will choose between the Hakai Beach Resort in British Columbia and the Rifflin Hitch Lodge in Labrador.

"This really speaks to the quality, high calibre fishing industry in Labrador. Coty Company's marketing agency were searching for a resort comparable to the Hakai Beach Resort in B.C. Organizers of the contest were extremely impressed with the offerings at Rifflin Hitch Lodge, and chose it as the East Coast alternative for the campaign," said Furey. "Labrador has gained international recognition as a world-class fishing destination. This industry is an important component of our overall tourism package, and this is a fantastic promotional opportunity," added Furey.

Through this campaign, the parent company of the Coty fragrances will offer consumers an opportunity to enter a contest through retail distribution centres. This promotion will be featured at fragrance counters across Canada at Wal-Mart, Shoppers Drug Mart and other national department stores. The display and promotional material will carry the name and logos of the two featured lodges, as well as the provincial tourism logo of Newfoundland and Labrador, including the province's toll-free tourism phone number and web site address.

The contest is scheduled to begin in the fall of 1999.

Media contact: Tara Laing, Communications, (709) 729-0857.

1999 07 21         11:35 a.m.


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