Business

November 21, 2007

Newfoundland and Labrador Receives International Recognition
for Marketing of Brand Signature

The brand signature of Newfoundland and Labrador is fast gaining international recognition. An animated television spot featuring the brand logo captured a prestigious Silver London International Statue in television at the world-renowned London International Advertising Awards November 12 and also earned a finalist award in the animation category.

The 45-second animation, featuring sweeping vistas of Newfoundland and Labrador speaks of the "dawn of a new day." The spot concludes with an image of the brand, which features a likeness of the provincial flower, the pitcher plant.

"Effective marketing is maximizing our potential as a province to attract business and investment and it is having a positive effect on perceptions in terms of how we view ourselves and how others view us," said the Honourable Paul Oram, Minister of Business. "This international recognition, which has us competing against thousands of entries around the globe, proves we are showing the world Newfoundland and Labrador is a spectacular place to visit, a smart place to do business, and a wonderful place to live and work."

This international recognition comes after Newfoundland and Labrador received a number of accolades for effective marketing within Canada. The province�s tourism marketing campaign recently won the Tourism Industry Association of Canada�s (TIAC) Marketing Campaign of the Year Award. In September, the campaign won an Atlantic region Innovation, Creativity and Enterprise (ICE) award for Marketer of the Year.

The Silver London Statue was presented to Target Marketing and Communications Inc. Minister Oram thanked Target Marketing and Communications for its assistance in launching the brand signature, which is central to the Department of Business�s efforts to attract investment to Newfoundland and Labrador.

"I enjoy playing this animation at speaking engagements and it clearly has a profound resonance with audiences," said Minister Oram. "In just 45 seconds, this animation conveys what Newfoundland and Labrador is all about. I especially like the conclusion where it speaks of the �dawn of a new day.� That�s where we are as a province and a people; we are resilient, tenacious, thriving against the odds, and standing at the threshold of a new prosperity."

The video can be viewed on the Government of Newfoundland and Labrador website at www.gov.nl.ca/brand/video.htm.

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Media contact:
John Tompkins

Director of Communications
Department of Business

709-729-7628, 728-7762
jtompkins@gov.nl.ca 

2007 11 21                                                  10:15 a.m.

 


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