Tourism, Culture, Industry and Innovation
June 9, 2017

Provincial Tourism Campaign Breaks Record at the 2017 ICE Advertising Awards

Newfoundland and Labrador Tourism won a record-breaking 21 awards at the 2017 Innovation, Creativity and Enterprise (ICE) Advertising Awards, including the prestigious Best of Show award, at a ceremony last night in Halifax.

Along with a Best of Show award, Newfoundland and Labrador Tourism’s ‘Find Yourself’ campaign received five Craft awards, seven Gold, three Silver, and five Merit.

Launched in 2006, the ‘Find Yourself’ campaign continues to be recognized as one of the most successful tourism campaigns in the country, receiving 285 awards to date, including such notable honours as:

  • 2016 Tourism Industry Association of Canada (TIAC) Social Media / Digital Marketing Initiative of the Year;
  • 2016 Hospitality Sales and Marketing Association (HSMAI) Pioneer in Digital Storytelling;
  • 2015 HSMAI Best in Show;
  • 2012 Cassies Grand Prix; and
  • 2011 and 2007 TIAC Campaign of the Year.

ICE is Atlantic Canada’s premiere creative advertising awards show, judged by a national jury of Canada’s top creative professionals from outside the region. When awarding Best of Show honours, judges often consider the calibre of work required to represent Canada at some of the world’s best advertising shows, such as the Cannes Lions International Festival of Creativity.

The tourism industry generates approximately $1 billion in visitor spending each year, and is responsible for over 18,000 direct jobs in Newfoundland and Labrador.

"The Find Yourself campaign continues to be recognized as one of the most successful tourism campaigns in the country. Each year thousands of travellers visit Newfoundland and Labrador as a result of the lure of our award-winning campaign and a focus on being one of the most creative places on the planet. Newfoundland and Labrador has become a leading tourist destination in North America, and I would like to thank the department’s tourism team as well as the team at Target Marketing and Communications, for their hard work and commitment to the campaign.”
Honourable Christopher Mitchelmore
Minister of Tourism, Culture, Industry and Innovation

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Media contact
Eric Humber
Tourism, Culture, Industry and Innovation
709-729-4819, 725-9655

2017 06 09                              11:50 a.m.