Marketing Campaign, Tourism Operators Nominated for Prestigious Industry Awards

Newfoundland and Labrador�s innovative and ever-evolving tourism marketing campaign has been named by the Tourism Association of Canada (TIAC) as a finalist for the Marketing Campaign of the Year Award, part of the 2009 TIAC National Awards for Tourism Excellence, presented by the Globe and Mail.

The Marketing Campaign of the Year Award is sponsored by Fairmont Hotels & Resorts. The winner will be named at a November 3 gala awards dinner in Saint John, New Brunswick.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, noted the province�s tourism marketing campaign, developed in collaboration with Target Marketing & Communications Inc., won the TIAC award in 2007. He said this year�s campaign included many new elements which, once again, have made Newfoundland and Labrador the talk of the national tourism scene.

�This year we unveiled three new television advertisements which, like the previous six, have received phenomenal response from industry and the public alike,� said Minister Jackman. �We have more than doubled our annual marketing budget to $13 million since 2004; enhanced our tourism website, and made use of new social marketing tools to get our message out to an even wider audience. Our efforts have clearly paid off, as reflected in our positive tourism performance this year, the 24 per cent increase in visits to our website, and the very fact we have been named a finalist for this national award.�

The minister noted early indicators show non-resident tourism in Newfoundland and Labrador has increased about one percent over the same period last year, bucking a trend which has seen many other Canadian and international jurisdictions impacted negatively by the worldwide recession.

Minister Jackman also took the opportunity to congratulate two provincial tourism operators who have also been similarly honoured by TIAC � Mike and Melba Rabinowitz of the Organic Farm in Portugal Cove-St. Phillips, have been named a finalist for Corporate Partner of the Year honours, and Ken Sooley of CapeRace Cultural Adventures, is a finalist for Innovator of the Year. Mr. Sooley has also recently been named a winner of the Tourdust Scholarship, part of National Geographic�s �Geotourism Challenge 09�, for excellence in geotourism.

�These tourism operators, and hundreds more like them throughout Newfoundland and Labrador, realize that marketing is an important tool, but it is just as important that we work together � government and industry � to deliver on the promises we make in the marketplace,� said Minister Jackman. �In this highly-competitive global industry, it is crucial that we provide our visitors with the quality experiences they expect and deserve.�

Bruce Sparkes, Chair of Hospitality Newfoundland and Labrador, congratulated all the national award finalists, noting that CapeRace Cultural Adventures and the Organic Farm are prime examples of the tremendous products and services available in this province.

�Tourism in Newfoundland and Labrador is at a critical juncture as the newly-formed Tourism Board begins work on the seven strategic directions outlined in Uncommon Potential: A Vision for Newfoundland and Labrador Tourism and the goal of doubling tourism revenues by 2020,� said Mr. Sparkes. �To achieve this ambitious, but realistic goal, all tourism stakeholders in the province must work together to develop, market, and deliver top quality products and services. This year�s recognition shows us that we are well on our way to achieving our goal.�

For more information on the 2009 TIAC National Awards for Tourism Excellence, visit www.tiac.travel.

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2009 09 24                         1:00 p.m.