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February 6, 1997
(Tourism, Culture and Recreation)

Provincial Tourism wins gold and two silver in New York

The Department of Tourism, Culture and Recreation picked-up three international awards Tuesday night in New York City, New York. The prestigious Hospitality Sales and Marketing Association International (HSMAI) presented the awards to Sandra Kelly, Minister of Tourism, Culture and Recreation, and Noel O'Dea, President of Target Marketing and Communications Inc., the department's Agency of Record.

"This marks five international awards in the past six months for Newfoundland and Labrador tourism," Ms. Kelly said. "Our tourism development and marketing efforts are commanding the attention of prominent tourism associations worldwide. Not only are we being considered alongside some of the world's greatest destinations, we are taking top billing."

The province captured the gold in the State/Province Tourism Bureau category for the complete "Imagine That!" campaign. The campaign includes seven television spots, double-page magazine advertisement, newspaper ads, and the province's travel guide. The seven TV spots were also awarded a silver placement for best advertising series, "Best Skiing East of the Rockies" in the Area Attraction/Theme Park Category.

Noel O'Dea said: "The most effective way to get results is to have a strong strategic direction complemented by great creative work. Newfoundland and Labrador has an exceptional tourism product that ignites and then captivates visitor's imaginations. The province's advertising campaign was developed to reflect that philosophy."

This year marks the 40th annual HSMAI awards presentation to the world's best in hospitality and travel advertising and marketing. More than 1,500 entries from a record 48 countries were considered.

In 1995, HSMAI first recognized Newfoundland and Labrador tourism when it presented the province with a silver award in the State/Province Tourist Bureau category for its "Feels Right at Home" visiting friends and relatives campaign.

Contact: Laura Cochrane, Director of Communications, (709) 729- 0928.

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BACKGROUNDER

Provincial Tourism Wins Gold and Two Silver in New York

The HSMAI Adrian Advertising Awards competition is one of the largest and most prestigious travel events of its kind in the world. This year, more than 1,500 entries were received (both for Adrian and Golden Bell Public Relations Awards) from a record 48 countries around the world.

The awards were created to honour and showcase the best in hospitality and travel advertising and marketing materials, individual destinations, hotels, airlines, cruise lines, car rental companies, credit card companies, etc.

Judges comprise marketing, advertising and public relations professionals and leading members of the travel community.

In 1995, other winning entries included St. Maarten Tourist Bureau, Singapore Convention Bureau, Florida Division of Tourism, Scottish Tourism Board, Australian Tourist Commission, and Tourism, Authority of Thailand, to name a few.

Awards winners were announced in New York City, New York on Tuesday evening, February 4 at the gala awards presentation. The gala will be the gathering place for many of the world's best in tourism development and marketing.

Today, HSMAI is the largest and most active travel industry sales and marketing membership organization in the world with some 4,000 members from 29 countries in 66 regional chapters representing hotels and resorts, airlines, cruise lines, car rental agencies, theme parks and attractions, convention and visitor bureaus, destination management companies, reservation sales organizations, restaurants, golf and recreation sites, and much more. Membership is open to anyone involved in promoting, producing, or delivering support services to the travel, tourism, hospitality, convention, and meeting industries.

HSMAI is headquartered in Washington, DC, tel (202) 789-0089, WWW site, //www.hsmai.org

HSMAI publishes a bi-monthly magazine entitled Marketing Review which reflects some of the best thinking on cutting-edge issues in the hospitality industry. The association also publishes a bi-monthly newsletter focusing on association events and individual chapter happenings. The association is also responsible for more than 22 books, texts, and studies exclusively available through the HSMAI Foundation.