Tourism, Culture and Recreation
June 25, 2008

Fresh Air Tourism Campaign Launched in Ottawa

A fresh sea breeze from Newfoundland and Labrador is blowing through Canada�s capital city these days in the form of a three-dimensional clothesline superboard on the Airport Parkway in Ottawa.

The superboard, which marks the launch of Newfoundland and Labrador�s summer Fresh Air campaign, features traditional quilts hanging from an actual clothesline. The scenic backdrop provides a view of the province�s coastline, with the simple headline: Breathe in. Breathe out.

The campaign conveys the experience of visiting the province by displaying some of Newfoundland and Labrador�s iconic qualities.

"Our Fresh Air campaign is a reminder to Ontarians that the long, hot days of summer are a perfect time to escape humidity and smog by heading to Newfoundland and Labrador," said the Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation. "We have an abundance of fresh North Atlantic air � and that, combined with our beautiful scenery and creative culture makes for an amazing vacation experience for travellers."

As well as the superboard, the campaign also includes humorous sponsorships of daily weather reports on local radio stations in Ottawa and Toronto ("this weather report brought to you by Newfoundland and Labrador � where it�s almost never humid"), contest promotions, and various advertising and marketing elements.

The 10� x 40� superboard can be viewed until mid-August by drivers travelling to and from Ottawa International Airport.

Budget 2008 provided an additional $1 million for tourism marketing, effectively doubling the budget from $6 million to $12 million since 2004.

For more information, please visit www.clotheslines.ca.

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Photo #1 � A three-dimensional superboard, featuring traditional quilts on an actual clothesline, is located on the Airport Parkway in Ottawa. It marks the launch of Newfoundland and Labrador�s summer Fresh Air tourism campaign.

Media contact:
Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061
heathermay@gov.nl.ca

2008 06 25                                                 10:05 a.m.


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