February 29, 2012
Tourism Campaign Receives Multiple Honours at 2011 Adrian Awards
The Provincial Government’s Find Yourself tourism campaign won 10 awards at the 2011 Adrian Awards, sponsored by Hospitality Sales and Marketing Association International. The honours were announced during the annual awards gala held Monday, February 27, in New York City.
“These 10 awards mark Newfoundland and Labrador Tourism’s greatest showing at the Adrian Awards in the last 15 years,” said the Honourable Derrick Dalley, Minister of Tourism, Culture and Recreation. “With the overwhelming influence of digital media in tourism and travel planning, it was wonderful to be honoured with four awards for our digital work alone. To date, this campaign has won 147 awards, including 31 Adrian Awards.”
The Adrian Awards honour creative talent and best practices in hospitality, travel and tourism marketing, and recognize inventive and successful approaches to advertising, public relations, and web marketing. The 10 awards won by the Find Yourself campaign are listed in the backgrounder below. For a full list of 2011 winners, as well as further information about the Adrian Awards, visit: www.adrianawards.com 
The Find Yourself campaign was developed in collaboration with local advertising firm Target Marketing, which has partnered with the Government of Newfoundland and Labrador on its tourism marketing efforts since 2006.
Since 2003, the Provincial Government has more than doubled its tourism marketing budget from $6 million to $13 million. Budget 2011 Standing Strong: For Prosperity. For Our Future. For Newfoundland and Labrador invested $1.4 million to implement new tourism initiatives.
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Media contact:
Diana Quinton
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 631-8155
dianaquinton@gov.nl.ca
BACKGROUNDER
2011 Adrian Awards
- Platinum - 48 Half Hours Promotion (Digital Marketing Single)
- Platinum - Find Yourself Integrated Campaign
- Gold - Find Yourself Integrated Campaign
- Gold - Find Yourself Television Campaign
- Gold - Find Yourself Free Standing Insert Campaign - Come to your Senses
- Gold - Find Yourself Online Campaign (Half Hour and 500 Years Movie Trailers and Escape Weather Network ad)
- Gold - Website (NewfoundlandLabrador.com )
- Gold - 48 Half Hours Promotion (Digital Marketing Single)
- Silver - Brigus White House Newspaper Single
- Bronze - Find Yourself Newspaper Campaign
2012 02 29 9:20 a.m.