Tourism, Culture and Recreation
Labrador and Aboriginal Affairs
January 12, 2010

Province Launches 2010 Tourism Campaign with Ancient Land

Newfoundland and Labrador's 2010 tourism television advertising campaign was launched yesterday (Monday, January 11) with the debut of Ancient Land, the latest chapter in the province's Find Yourself Here television campaign, initially introduced in 2006.

"The spectacular scenery shot in Torngat Mountains National Park is designed to convey the feeling of spiritual connection with the land, a feeling that visitors can experience and appreciate anywhere in Newfoundland and Labrador," said the Honourable Terry French, Minister of Tourism, Culture and Recreation. "This is our tenth television ad – the tenth chapter of the story of Newfoundland and Labrador which, over the past four years, has been highlighting unique and compelling aspects of this province and captivating viewers everywhere. The advertisements evoke emotional responses, and have clearly been successful in creating heightened interest in our province as a travel destination of choice."

To view Ancient Land, and other tourism television advertisements produced over the past four years, visit: www.newfoundlandlabrador.com/SightsAndSounds/VideoClips.aspx

The Honourable Patty Pottle, Minister of Aboriginal Affairs, noted this is the first time Labrador has been featured as the backdrop to a Newfoundland and Labrador television tourism ad, and the first time the province's Aboriginal heritage has been highlighted in this manner.

"The focus on Aboriginal peoples is particularly appropriate this year, as the Vancouver 2010 Olympic and Paralympic Winter Games – with the inukshuk as its logo - will also draw attention to this part of our collective Canadian identity," said Minister Pottle. "We look forward to sharing this province's unique Aboriginal heritage with the national and international community, and to being part of the memorable experiences available to visitors to Newfoundland and Labrador."

"It is particularly timely to launch an advertisement which features Labrador," said the Honourable John Hickey, Minister of Labrador Affairs. "The recent completion of Phase III of the Trans-Labrador Highway offers increased access to Labrador, so it is an excellent time to have increased focus on this part of our province and its tourism potential."

Budget 2009: Building on Our Strong Foundation provided an addition $1 million for tourism marketing, bringing the total annual budget to $13 million (from $6 million in 2003). The tourism industry contributed almost $850 million to the provincial economy in 2008 up from $790 million in 2007, and employs approximately 13,000 people.

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2010 01 12                              11:30 a.m.