I rise today to update my colleagues on our progress in developing a provincial branding strategy to improve government�s image and how the province is projected to the outside world.

This initiative will result in a more streamlined and effective branding of the province, as we look to promote Newfoundland and Labrador as a preferred place to live and visit, and a productive place to do business.

We are dealing with a very competitive, global marketplace, and if we are to successfully attract new business and investment we must create an identity that sets us apart. This is critical if we are to remain competitive and encourage economic growth.

Everyone who lives here or has visited Newfoundland and Labrador knows that we are the best kept secret in the world. We are a vibrant province filled with entrepreneurial spirit; rich with natural and human resources; and blessed with a rich and diverse cultural heritage.

Over the past decade or so, the Department of Tourism, Culture and Recreation have succeeded in marketing the province as a unique and attractive tourism destination. However, the tourism brand was just one of many, many brands throughout government. After completing an audit of all of the brands government-wide, we quickly recognized that we as a government needed to re-brand ourselves, in order to effectively promote our province throughout the world.

Earlier this year, we commenced a competitive proposal process and I am pleased to announce that Target Marketing and Communications was awarded the contract to shape our vision for a strong and successful brand. Target Marketing is a local firm with considerable experience and a proven track record in brand development and executing marketing strategies.

Successful branding takes time and specialized skills, and I am pleased to report that work is already progressing on research and analysis of competitors and global positioning, as well as the design and concepts for a new brand signature logo. The goal is to create a brand that will be attractive not only to those from outside of the province, but also one that we identify with as Newfoundlanders and Labradorians.

In order to reach our true potential we must continue to market our province not only as a great place to visit, but as the best destination to live, and to work and do business.

Identifying opportunities and working to realize those opportunities creates jobs and builds stronger regions and communities. This is a priority for our government and we look forward to unveiling a new visual identity which will guide us as we proceed together along the path to prosperity and a brighter future.

2005 12 07                      2:25 p.m.