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December 2, 1996
(Tourism, Culture and Recreation)


The following statement was issued today by Sandra Kelly, Minister of Tourism, Culture and Recreation. It was also read in the House of Assembly:

New and Aggressive Marketing Initiative for Cabot 500

I rise today to advise the Honourable Members that the Department of Tourism, Culture and Recreation and the Cabot 500 Celebrations' team have launched a new and aggressive marketing initiative in the promotion of our 1997 anniversary year.

This project represents the largest, singular marketing effort put forward by the department in the promotion of our Cabot 500 Anniversary Celebrations. This mega-project will involve the direct mail-out of more than 400,000 Cabot information kits to the North American marketplace. Each of the province's 200,000 households, 20,000 commercial enterprises, and almost 500 schools will receive a kit containing a keepsake poster which gives a real flavour for the special and world- class events being staged next year in Newfoundland and Labrador.

Of those 400,000 kits, some 200,000 will be distributed to households throughout North America. These addresses were compiled using the "Be Our Guest" campaign database, inquiries to tourism's toll- free information service, and other key target markets.

At this time, I also wish to inform all Newfoundlanders and Labradorians that the 500th Anniversary Festival & Events Calendar will be mailed early in the new year to all households within the province. I encourage all residents to make definite plans to vacation here in Newfoundland and Labrador in 1997. As well, I ask all Newfoundlanders and Labradorians to encourage friends and relatives to come to this province and take part in our special anniversary celebrations.

In just four weeks, Newfoundland and Labrador will officially launch the Cabot 500 Celebrations and the first of its kind, province- wide celebration of our people, culture, music, dance, art, and theatre. Newfoundland and Labrador has a significant tourism product to offer visitors. In 1997, we introduce a spectacular roster of new and enhanced events to commemorate John Cabot's historic landfall. Next year, we will showcase our tourism product to the world and we will elevate this province's tourism industry to a new plateau.

1996 12 02   2:15 p.m.

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