I rise today to highlight the success of my government in strengthening Newfoundland and Labrador�s brand identity.

The province�s new brand signature � our modern, unique trademark featuring the image of the pitcher plant � was launched some 18 months ago. Since then, we have worked to develop, strengthen and extend the reach of the brand. And, we have seen it grow in prominence and recognition.

Part of the brand promotion was a striking animated video that heralds the "dawn of a new day" in Newfoundland and Labrador. That video captured a prestigious Silver London International Statue in television at the renowned London International Advertising Awards this past November, and also earned a finalist award in another category. That kind of international recognition is something of which we can all be proud.

The job of strengthening the brand is just beginning. There is a continuous effort to ensure that when people see the brand signature, they immediately recognize it as a shining symbol of Newfoundland and Labrador and its creative, resourceful, confident and proud people, who are forging a bright and prosperous future for our province.

I am pleased to report that we have put in place a Brand Monitoring System with the objective of ensuring the integrity of the brand signature is being maintained as its use expands. This system will help reinforce a true "brand culture" throughout government.

As part of this initiative, a new logo licensing program will be implemented in the near future. And, my department recently introduced guidelines governing the use of the brand signature by third parties.

As a government, we are committed to taking the necessary steps to ensure that the official brand signature is used and portrayed appropriately, so that consistency, accuracy and high standards are maintained.

Our government�s branding initiative is reinforcing positive perceptions of our province � in how we view ourselves and in how others see us as an attractive place for people and businesses. Our Government has been diligent in developing the brand, and the Department of Business will continue to oversee this process. I want to acknowledge the support and commitment of government departments and employees, and our partners in the community who play an important role in promoting Newfoundland and Labrador�s brand.

2008 03 13                                                  1:55 p.m.