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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