January 20, 2014
Tourism Industry Continues to be Strong Economic Driver
Province’s 2014 Find Yourself Tourism Advertising Campaign Launched Today
Newfoundland and Labrador’s 2014 tourism campaign was officially kicked off today with the launch of the latest television ad for the province’s Find Yourself campaign. Entitled Magic, the ad features Gros Morne National Park, a UNESCO World Heritage Site in western Newfoundland recognized for its geological landscape. The Honourable Terry French, Minister of Tourism, Culture and Recreation, unveiled the ad during a live webcasted event at the Manuels River Hibernia Interpretation Centre in Conception Bay South.
“Magic represents the newest ad in the continuing story of Newfoundland and Labrador’s Find Yourself tourism campaign − one of the most recognizable advertising campaigns in the country. We have made significant investments in establishing and building our brand through this campaign, and the benefits that have come from this investment are clear. We have established a strong sense of what is special about Newfoundland and Labrador’s location, culture and people, and created a sense of belonging in the hearts and minds of people around the world.”
- The Honourable Terry French, Minister of Tourism, Culture and Recreation
The latest ad tells the story of landscapes formed over nearly half a billion years in Gros Morne and sights such as the rusting rocks of the Tablelands, one of the few places in the world where visitors can walk on the Earth’s mantle. The ad is part of the 2014 tourism multimedia advertising campaign and will run nationally on television for 15 weeks. Additionally, the TV campaign will be integrated with newspaper, in-flight advertising, online advertising, digital marketing, as well as social media.
QUICK FACTS
- The 2014 Newfoundland and Labrador tourism marketing campaign was launched today with the latest instalment of the Find Yourself campaign which was launched in 2006.
- The 2014 campaign continues to position Newfoundland and Labrador on a platform of creativity, expressed by three pillars: our people, our culture and our natural environment.
- To date, the province’s Find Yourself campaign has won 209 awards.
- Tourism spending reached $1 billion in Newfoundland and Labrador for the first time in 2011, putting the province well ahead of schedule for achieving the Vision 2020 goal of doubling tourism spending to $1.6 billion annually.
- Since 2006, the Provincial Government has invested $94 million in tourism marketing.
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Melony O’Neill
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 689-0928
moneill@gov.nl.ca
2014 01 20 9:50 a.m.