Tourism Industry a Major Contributor to Province’s Economy

Tourism Campaign Garners More Awards in 2013

With more than 17,000 people employed in the tourism industry in Newfoundland and Labrador, visitation to the province surpassing the 500,000 mark, and tourist spending exceeding $1 billion in 2011, the Provincial Government’s investment in the industry has firmly established the Newfoundland and Labrador brand as a premiere tourism destination. The Find Yourself tourism marketing campaign has become one of the most recognizable advertising campaigns in the country, winning more than 207 regional, national and international awards since 2006.

“We take pride in knowing the Newfoundland and Labrador brand is firmly established, and our Find Yourself campaign is one of the most recognizable advertising campaigns in the country. Our strategy has always been to differentiate Newfoundland and Labrador as exotic and different from other tourism destinations and be a leader in our industry. Certainly, the 207 regional, national and international awards our campaign has won since 2006 shows our strategy is successful.”
- The Honourable Terry French, Minister of Tourism, Culture and Recreation

In November of this year, Newfoundland and Labrador's tourism marketing efforts were recognized once again at the 2013 Innovation, Creativity and Enterprise (ICE) advertising awards, taking home 19 awards. 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. The campaign received another three awards in November as well - a gold for colourist and a finalist for cinematography for the Most Easterly Point television ad at the BESSIES awards, and a silver for cinematography for the Most Easterly Point ad from the Advertising and Design Club of Canada – bringing the total number of awards to date to 207.

The province’s marketing efforts are developed in partnership with local marketing and advertising company, Target. Since the launch of the province’s Find Yourself campaign in 2006, the Provincial Government has invested more than $94 million in marketing Newfoundland and Labrador as a tourism destination.

With the guidance of the province’s 10-year strategy Uncommon Potential – A Vision for Newfoundland and Labrador Tourism, government and industry are taking provincial tourism to unprecedented levels of success and showing tourism to be a growing economic powerhouse in our province. With tourism spending reaching $1 billion for the first time in 2011, the Provincial Government is ahead of schedule for achieving the Vision 2020 goal of $1.6 billion in spending.

Through sound fiscal management and responsible decisions, the Government of Newfoundland and Labrador is strengthening the business environment, encouraging the development of innovative industries and building a vibrant economy.

QUICK FACTS

• The 19 awards won in November at the 2013 Innovation, Creativity and Enterprise advertising awards for the province’s Find Yourself campaign, along with two BESSIES awards and an Advertising and Design Club of Canada award for the Most Easterly Point television ad, brings the total number of awards to date to 207.
• Tourism spending reached $1 billion for the first time in 2011. This puts us well ahead of schedule for achieving our Vision 2020 goal of doubling our tourism spending to $1.6 billion annually.
• Non-resident tourism spending increased 27 per cent between 2009 and 2012, reaching close to $460 million in 2012, the highest level of non-resident spending ever in the province.
• Between 2009 and 2012, non-resident visitation increased 21 per cent, surpassing a milestone of half a million visitors during that period. 
• Visitation to newfoundlandlabrador.com has surpassed 1.6 million visits.

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Media contact:
Melony O’Neill
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 689-0928
moneill@gov.nl.ca

2013 12 30                                        10:00 a.m.