Tourism, Culture, Industry, Innovation
June 8, 2018

Provincial Tourism Campaign Breaks Record at the 2018 ICE Advertising Awards

At a ceremony last night in Halifax, Newfoundland and Labrador Tourism won 19 awards at the 2018 Innovation, Creativity and Enterprise (ICE) Advertising Awards, including the prestigious Best of Show award for the ‘Sound’ Integrated Campaign.

Along with the Best of Show award, Newfoundland and Labrador Tourism’s ‘Find Yourself’ campaign received four Craft Awards, two Silver, two Merit and a record breaking 10 Gold Awards.

Since 2006, ‘Find Yourself ‘continues to be recognized as one of the most successful tourism campaigns in the country, receiving 314 awards to date, including such notable honours as:

  • 2017 ICE Award for Best in Show;
  • 2017 and 2015 Hospitality Sales and Marketing Association (HSMAI) Best in Show;
  • 2016 and 2011 Tourism Industry Association of Canada (TIAC) Social Media / Digital Marketing Initiative of the Year;
  • 2016 HSMAI Pioneer in Digital Storytelling;
  • 2012 Cassies Grand Prix; and
  • 2011 and 2007 TIAC Marketing 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 over $1.1 billion in visitor spending each year, and is responsible for over 20,000 jobs, representing 2,600 businesses in Newfoundland and Labrador. This industry is helping to deliver on the commitments in The Way Forward to strengthen the province’s economic foundation. The Way Forward outlines all actions the Provincial Government is taking to achieve a strong, diversified province with a high standard of living, and can be viewed at thewayforward.gov.nl.ca.

Quotes
"The results of the Find Yourself campaign speak for themselves. 2017 was our greatest year on record, with a record breaking 553,000 visitors. The associated spending from those visitors reached the highest this province has ever seen at $575 million. This campaign, partnered with the work of Hospitality Newfoundland and Labrador, the Tourism Board and the regional Destination Management Organizations, has resulted in our province becoming a must see tourist destination in North America. I acknowledge the fine work of Target Marketing and Communications, and thank the department’s tourism team from their dedication and hard work.”
Honourable Christopher Mitchelmore
Minister of Tourism, Culture, Industry and Innovation

“We're so fortunate and proud to live here in Newfoundland and Labrador, the most creative place on the planet. We are also fortunate to have wonderful client partners who, like us, believe that ‘creativity is a powerful business tool'."
Catherine Kelly
Target's Director of Account Management

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Media contacts
Eric Humber
Tourism, Culture, Industry and Innovation
709-729-4819, 725-9655
erichumber@gov.nl.ca

Jane Hall
Account Director
Target Marketing and Communications
709 739 8400 Ext 254 /709 682 0094
jhall@targetmarketing.ca

2018 06 08                              11:20 a.m.