Business, Tourism, Culture and Rural Development
February 26, 2015
Province�s Marketing Efforts Shine on International Stage
Tourism Campaign Wins Big at the 2014 Adrian Awards
Newfoundland and Labrador�s Find Yourself tourism marketing campaign has won four 2014 Adrian Awards, presented by Hospitality Sales and Marketing Association International (HSMAI) at an event in New York City held this week. The winning entries are:
- Gold for TV advertising for 2014 TV ad Gros Morne Magic
- Gold for Social Media for 2014 30 Minute Window contest
- Gold for Public Relations for 2014 Breaking the Ice Campaign
- Gold for Web Ad Series 2014 Gros Morne Online Campaign
�These wins make a total of 227 international, national and regional advertising and marketing awards the Find Yourself tourism campaign has won. As a government, we are delighted with the ground-breaking success this incredible campaign has garnered for the province. It has become one of the most recognizable advertising campaigns in the country, and we take great pride in knowing we have firmly established the Newfoundland and Labrador brand as a premiere tourism destination.�
- The Honourable Darin King, Minister of Business, Tourism, Culture and Rural Development
Between 2009 and 2014, non-resident visitation has increased 22 per cent, while non-resident tourism spending increased 36 per cent, reaching $491 million in 2014, the highest level of non-resident spending ever in the province. The province welcomed more than 1.5 million non-resident visitors from 2012-2014, while during the same period, residents made more than 10 million trips throughout the province. Awareness of, and interest in, Newfoundland and Labrador as a tourism destination is at an all-time high, which is in part due to strategic investments in branding and marketing.
�Newfoundland and Labrador has become a tourism destination that others watch and imitate. This level of awareness has led to increased visitation and a more vibrant tourism industry. We are clearly in the best position we have ever been as an industry. Our brand is stronger than ever and the Find Yourself campaign is a significant part of that success. This level of success would not be possible without the over 2,500 tourism and travel businesses throughout Newfoundland and Labrador, 83 per cent of which are small businesses. Employment in the tourism industry represents approximately eight per cent of total jobs in the provincial economy, making the industry a significant part of building and sustaining the province�s business community.�
- Minister King
Since 2006, Newfoundland and Labrador tourism marketing has won 47 Adrian Awards from HSMAI, including five Platinum awards. HSMAI is an international organization of sales and marketing professionals representing all segments of hospitality, travel and tourism. The HSMAI Adrian Awards honour creative brilliance and best practices in hospitality, travel, and tourism-related marketing. In its 58th year, the competition has evolved into the world's most renowned and prestigious advertising, public relations, and digital marketing competition specifically tailored for the hospitality, travel, and tourism industries.
QUICK FACTS
- Newfoundland and Labrador�s Find Yourself marketing campaign won four 2014 Adrian Awards HSMAI at an event in New York City.
- The Find Yourself tourism campaign has received over 227 awards to date, including a Grand Prix CASSIE for Canadian Advertising Success Stories.
- The number of non-resident automobile, air and cruise visitors travelling to the province reached an estimated 507,901 visitors for the period ending December 2014, an increase of 2 per cent over 2013.
- For a full list of the 2014 winners and more information on the Adrian Awards, visit: www.adrianawards.com/
- Since 2006, the Provincial Government has invested more than $100 million in tourism marketing.
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Media contacts:
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Tansy Mundon
Director of Communications Department of Business, Tourism, Culture and Rural Development 709-729-4570, 693-1865 tansymundon@gov.nl.ca |