New tourism campaign launches with a two-minute spot

The province�s new tourism advertising campaign launched last week on national television, starting with a dramatic 120-second spot entitled "The Edge."

"This two-minute commercial is like a mini-movie," said Tom Hedderson, Minister of Tourism, Culture and Recreation. "Through intelligent storytelling and powerful images, we hope to entice today�s educated traveler who is looking for a different type of adventure to visit Newfoundland and Labrador."

Filmed along the coast of the Bonavista Peninsula, The Edge captures the vast, rugged beauty of the landscape with shots of cliffs, rocks and water that defy description. This is the first in a series of innovative ads designed to showcase our creativity, people, culture and natural environment. Like chapters in a book, each spot reveals unusual and unexpected visual stories about Newfoundland and Labrador.

The new television campaign - developed by Target Marketing and Communications Inc., an award-winning marketing agency based in St. John�s - presents a completely new face and feel for the province of Newfoundland and Labrador and targets the increasingly sophisticated traveler. The ads will roll out on major Ontario television networks and on national specialty channels such as Bravo, the History Channel and the Discovery Channel, over the coming weeks.

"This campaign emphasizes how Newfoundland and Labrador is a unique and compelling tourism destination," said Minister Hedderson. "The ads are highly evocative and designed to emotionally connect with our target markets but, at the same time, they celebrate our sense of place and identity. I believe these ads will set us apart."

In fact, the new marketing campaign breaks away from traditional advertising strategies. The first broadcast of The Edge was not only two minutes in length, but it ran just once (January 24) on network and specialty TV. It airs in 60 and 30-second spots for the remainder of the campaign.

Judy Sparkes-Giannou, chair of the Newfoundland and Labrador Tourism Marketing Council, says the new ads are generating positive buzz in the tourism industry.

"We are excited that government is thinking outside of the box in terms of marketing Newfoundland and Labrador as a premier tourist destination and we are sure people will be talking about these new ads outside the province," she said. "Tourism is a vital economic engine for Newfoundland and Labrador and this campaign shows the depth of our tourism product."

The tourism industry generates over $800 million in revenue annually to the province. This is approximately two percent of our Gross Domestic Product. Last year, over 450,000 people visited Newfoundland and Labrador. Tourism supports 26,000 direct and indirect jobs and an estimated 2,400 businesses.

"This government has committed to significant investment in our tourism industry and, through our marketing efforts, the province will continue to grow its share of non-resident visitors and spending," added Minister Hedderson.

The province�s official launch of the 2006 ad campaign will be held at the annual Hospitality Newfoundland and Labrador convention in Gander on February 9.

Media contact: Susanne Hiller, Communications (709) 729-0928, 728-7762

Media are invited to view The Edge on the following link: www.newfoundlandandlabradortourism.com/sights_and_sounds.zap - Click on the image under Beauty on Film

2006 01 30                                     4:05 p.m.