Government awards Agency of Record contract

Julie Bettney, Minister of Tourism, Culture and Recreation, announced today government has awarded the Agency of Record contract for Newfoundland and Labrador Tourism advertising to the Bristol Group.

"We look forward to building on the successful relationship we have had with the Bristol Group in developing award-winning advertisements," said Minister Bettney. "The messages about Newfoundland and Labrador in the campaign capture this province as a unique tourist destination. We know this has been successful."

As demonstrated in recent years, effective and concentrated tourism advertising is linked directly to increased visitors to Newfoundland and Labrador, said Minister Bettney. Since 1998, non-resident visits have grown 12 per cent to 427,000. Spending by these visitors has reached approximately $300 million.

"This is new money being invested into our provincial economy," the minister said. "When we add this to what is spent by our resident tourists, it exceeds $600 million. The tourism industry is a significant contributor to our overall economy."

Minister Bettney said the Bristol Group has a proven track record in developing advertising campaigns and will be a strategic partner in advancing the province�s strategy for tourism growth. As the Agency of the Record, the Bristol Group will work with Newfoundland and Labrador Tourism to develop and implement the advertising and promotional campaign based on a strategic marketing plan. Other projects will include the design and production of the Travel Guide and other related materials.

The contract is for a three-year term, with the option for an extension. Its value is determined by advertising expenditures. Approximately $2 million will be spent annually on advertising campaigns, resulting in annual fees of up to $500,000 being paid to the Agency of Record.

"All indicators point to another successful year for the tourism industry in 2002," said Minister Bettney. "We are able to build on the success of our marketing plan as well as promotional events, recent films set in and about the province, and the Junos."

Media contact: Carmel Turpin (709) 729-0928.

2002 06 06                            12:05 p.m.