April 23, 2002
(Tourism, Culture and Recreation)

Total tourism inquiries up as a result of Juno Awards

Julie Bettney, Minister of Tourism, Culture and Recreation, announced today that the 2002 Juno Awards coverage has generated an increased interest in Newfoundland and Labrador.

"Hosting the Junos provided us with a wonderful opportunity to showcase what Newfoundland and Labrador has to offer to our primary markets in Ontario, the Maritimes and western Canada," said Minister Bettney. "During the broadcast of the Junos, the marketing division within the Department of Tourism, Culture and Recreation purchased category exclusivity, six in show commercial spots, opening and closing billboards, one closed captioning billboard and logo presence on all pre-promotional media. Our award winning commercials, which were seen across Canada during the Junos, have further promoted Newfoundland and Labrador as a tourism destination."

Volume comparisons of calls to the province�s 1-800 line show dramatic increases for this year. During the week leading up to the Junos, the day of the Junos and following the broadcast of the Junos, traffic on the 1-800 line showed additional increases. For the week of April 8 - 14, 2002, the line received 2,703 calls compared to 1,623 calls from the same period in 2001, a 67 per cent increase in call volume for the week. During Sunday�s broadcast of the Junos, the line received 304 calls compared to 85 the previous year, an increase of 257 per cent. After the broadcast from Sunday, April 14 to April 16, 2002, the line received 1,356 calls as opposed to 996 in 2001, a 36 per cent increase.

An estimated 1.4 million viewers watched the Juno Awards across Canada pulling the awards out of a three year ratings slide. Nielsen Media Research also indicates at least 5.5 million Canadians watched some part of the CTV telecast.

"I am thrilled about the high level of inquiries we have received so far this year, some of which are directly attributed to the Junos coverage," said Minister Bettney. "Newfoundlanders and Labradorians all know that we live in one of the most beautiful places in the world. Many of the stars who were in St. John�s for the Junos expressed how much they liked the province, the people and the enthusiasm we showed in hosting this awards show. All of this continues our encouragement for Canadians to see how wonderful Newfoundland and Labrador is for themselves."

Media contact: Carmel Turpin, Communications, (709) 729-0928.

2002 04 23                       12:45 p.m.

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