News Releases
Government Home Search Sitemap Contact Us  

Tourism, Culture and Recreation
January 29, 2010

Fresh Air Tourism Campaign Brings Home Gold

Newfoundland and Labrador's tourism marketing efforts have been recognized yet again, this time with a gold CASSIE (Canadian Advertising Success Stories) Award for the province's Fresh Air Campaign. The award was announced last night (Thursday, January 28) by the Institute of Communications Agency (ICA) at the 2010 CASSIES Awards Show in Toronto.

The multi-faceted Fresh Air Campaign took top honours in the Best Integrated, Best Insight category for its innovative integration of radio and print advertising, superboards in Toronto and Ottawa, and the unique Get Carried Away taxi promotion in downtown Toronto in August 2008. For more information, see: www.gov.nl.ca/releases/2008/tcr/0730n01.htm

"Newfoundland and Labrador is recognized as a leader in the Canadian tourism marketing industry," said the Honourable Terry French, Minister of Tourism, Culture and Recreation. "With multiple award wins on both the national and international stage, it is clear that our ground-breaking tourism marketing campaigns continue to appeal to a wide audience, and attract visitors to our province from all over the world."

The province's Fresh Air Campaign was developed in collaboration with Target Marketing and Communications Inc., which has partnered with the Provincial Government on its tourism marketing efforts since 2006.

Since its inception in 1993, the CASSIES awards have recognized the business achievements of over 200 campaigns from Canada's top advertisers and agencies. For more information about the CASSIES, visit: www.cassies.ca.

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). Since 2003, non-resident visitation to Newfoundland and Labrador has increased by 14 per cent, or an average of two per cent annually over the past six years.

- 30 -

Media contact:

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

2010 01 29                                                     9:45 a.m.
 


SearchHomeBack to GovernmentContact Us


All material copyright the Government of Newfoundland and Labrador. No unauthorized copying or redeployment permitted. The Government assumes no responsibility for the accuracy of any material deployed on an unauthorized server.
Disclaimer/Copyright/Privacy Statement