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.
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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
2010 01 29 9:45 a.m.