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Tourism, Culture and Recreation
October 29, 2009

Newfoundland and Labrador Wins Big at 2009 ICE Awards

Newfoundland and Labrador�s tourism marketing efforts are in the spotlight once again, winning nine coveted crystal ice buckets at the 2009 Innovation, Creativity and Enterprise (ICE) advertising awards held last night (Wednesday, October 28) at Pier 21 in Halifax, Nova Scotia.

The province�s multi-media tourism campaigns received five gold and four silver awards at the ceremony. They are:

  • Television Campaign - gold
  • Television Single Ad � Vikings � gold
  • Out of Home Single (Windows Superboard) � gold
  • Integrated Campaign (Find Yourself) � gold
  • Media Plan � (Fresh Air Campaign) � gold
  • Television Single Ad � Architecture � silver
  • Print Campaign � silver
  • Print Ad � Single (Can�t Weigh You Down) � silver
  • Print Ad � Single (Clapboard) � silver

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, said
the tourism industry in Newfoundland and Labrador has clearly benefited from an increased investment in tourism marketing; a cutting-edge approach to advertising; a willingness to explore new, web-based marketing tools, and a creative partnership with the provincially-based Target Marketing and Communications Inc., that has made this province recognized leaders in tourism marketing on both the national and international stage.

�Newfoundland and Labrador continues to be highly visible in the marketplace as a potential travel destination, and through our innovative marketing campaigns, we continue to build awareness and interest based on a strong brand presence,� said Minister Jackman. �In fact, despite a global recession and all indications that this might be a disappointing year for our tourism industry, as of the end of September, our overall non-resident visitation is up 1.9 per cent over the same period in 2008. Clearly, our investment is paying off.�

The Provincial Government has more than doubled its annual marketing budget from $6 million to $13 million in the past six years, allowing for a stronger presence in key markets. Since 2006, the province�s marketing campaigns have been awarded more than 40 regional, national and international awards; 1.4 million people have visited the province, and there has been a 152 per cent increase in visits to the Newfoundland and Labrador tourism website (www.newfoundlandlabrador.com). The tourism industry in Newfoundland and Labrador contributes almost $850 million annually to the provincial economy, an increase of about $70 million (or nine per cent) since 2005.

Established in 2001, the ICE Awards are organized by a group of Atlantic Canadian advertising and marketing professionals in celebration of creative advertising designed and developed in Atlantic Canada. For more information about this year�s award winners and the 2009 ICE Awards, visit: www.iceawards.com/en/home/default.aspx 

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

2009 10 29                                                    2:35 p.m.
 


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