Business, Tourism, Culture and Rural Development
January 18, 2016

Growing Our Tourism Industry

Province Launches 2016 Tourism Advertising Campaign

Newfoundland and Labrador�s 2016 tourism advertising campaign was officially launched today with the release of the latest television ad under the successful Find Yourself campaign. Entitled Crayons, the new ad features colourful place names from various regions of the province, such as Rose Blanche and Flower�s Cove. For the first time, the television spot features a musical score with lyrics. The song Colours, written by Kira Willey, is performed by Catherine Allan of Fortunate Ones.

�Newfoundland and Labrador tourism�s advertising campaign is one of the most recognizable and successful advertising campaigns in the country. By showcasing our colourful place names, houses, landscapes and nature, we believe our new campaign will increase non-resident visitation, resulting in new revenues and economic growth throughout our province. This new ad being launched today, along with our new itinerary planning tool on www.NewfoundlandLabrador.com , demonstrates how our province is different from other destinations. In addition, the 2016 Provincial Visitor Exit Survey will help contribute to our future success.�
- The Honourable Christopher Mitchelmore, Minister of Business, Tourism, Culture and Rural Development

As part of a fully integrated advertising campaign, the new ad will begin running today for 15 weeks, until May 1, 2016. It will also be featured on Air Canada�s in-flight entertainment system from January to April. Other campaign elements will include national newspaper ads as well as digital videos, online display ads, and activity on social and digital media channels.

�Rooted in the success of the provincial tourism marketing campaign are the wonderfully unique offerings found only in Newfoundland and Labrador. Through the innovation and hard work of tourism operators collaborating to build a sustainable industry, these natural and cultural offerings tell the story of Newfoundland and Labrador. Calling travellers from around the world and with such a bounty to draw from, both industry and travellers alike are always pleasantly surprised by the colours they find.�
- Rex Avery, Chair, Hospitality NL

The Find Yourself campaign was developed by Target Marketing. As a result of a Request for Proposals issued last year, Target Marketing has been confirmed as the Agency of Record.

In addition, a 2016 Provincial Visitor Exit Survey � the province�s core research project for collecting and analyzing information on non-resident visitors � will be conducted this year at the airports in St. John�s and Deer Lake and in the Marine Atlantic ferry terminals in Port aux Basques and Argentia. The survey will also be conducted at the Gander and Goose Bay airports during the peak travel season from May to October.

Newfoundland and Labrador Tourism has also launched a new itinerary planning tool on www.NewfoundlandLabrador.com , offering inspirational content for travellers planning their vacation to Newfoundland and Labrador. Travellers can build a customized itinerary to personalize what they want to experience while they are visiting the province. The new tool includes maps, driving directions and links to tourism operator businesses, making it easier for travellers to plan and book in advance.

QUICK FACTS:

• To date, the province�s Find Yourself campaign has won 236 regional, national and international awards.
• Annual visitation to the www.NewfoundlandLabrador.com reached two million visits for the first time in 2015. Total visits in 2015 were 2.1 million, a 7.3 per cent increase over 2014 visits.
• Overall, the number of non-resident automobile, air and cruise visitors travelling to the province is estimated to have reached 462,748 for the period ending October 2015, on par with the same period in 2014.
• Tourism in Newfoundland and Labrador generates over $1.1 billion in visitor spending each year.
• The 2016 Provincial Visitor Exit Survey will be conducted this year at airports in St. John�s and Deer Lake and in the Marine Atlantic ferry terminals in Port aux Basques and Argentia.
• Newfoundland and Labrador Tourism has launched a new itinerary planning tool on www.NewfoundlandLabrador.com , offering content for travellers planning their Newfoundland and Labrador vacation.

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Media contacts:

Tansy Mundon Director of Communications Department of Business, Tourism, Culture and Rural Development 709-729-4570, 693-1865 tansymundon@gov.nl.ca

Leslie Rossiter Manager of Policy and Communications Hospitality Newfoundland and Labrador 709-722-2000 ext. 222 lrossiter@hnl.ca

2016 01 18                              9:55 a.m.