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Executive Council
Tourism, Culture and Recreation
November 6, 2007

Tourism Marketing Campaign Wins Top National Award

Newfoundland and Labrador�s tourism marketing campaign has won the Tourism Industry Association of Canada�s (TIAC) Marketing Campaign of the Year Award.

The award, sponsored by Fairmont Hotels and Resorts, was announced at TIAC�s National Awards for Tourism Excellence, held November 5 in Victoria, B.C.

The Honourable Danny Williams, Premier of Newfoundland and Labrador, said the Provincial Government is pleased to be recognized by TIAC for its creativity and commitment to excellence in marketing.

"Newfoundlanders and Labradorians take great pride in showcasing to the world this wonderful place we call home," Premier Williams said. "Our tourism marketing campaign reflects the essence of this province; a place of adventure and ancient mystery, and of genuine people and rare scenic beauty.

"From the simple beauty of a clothesline to our majestic icebergs, and from jellybean homes to our miles of stunning coastline, we are delighted that the world is discovering all that we have to offer," the Premier said.

Premier Williams said the Government of Newfoundland and Labrador is committed to building on the significant investment in marketing made to date.

"We�re in this for the long term," the Premier said. "The Provincial Government has already committed to spending an additional $1 million on tourism marketing in 2008, effectively doubling the tourism marketing budget from $6 million to $12 million since taking office in 2003."

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, noted this is the highest honour the national tourism industry awards to a marketing campaign.

"We know this campaign is unique, and that it has captured the attention of the tourism marketing industry across the country," Minister Jackman said. "The word is out. Newfoundland and Labrador is the travel destination of choice for people who want to see and experience a combination of natural wonders, wildlife, culture, and heritage that is unlike anything else in the world."

In the past four years, non-resident visitation to Newfoundland and Labrador has increased by about 15 per cent, contributing approximately $365 million annually to the provincial coffers. The total resident and non-resident tourism industry contributes about $840 million to the provincial economy each year.

Minister Jackman thanked Target Marketing and Communications Inc., along with staff within the Marketing Division of the Department of Tourism, Culture and Recreation, for bringing the Provincial Government�s vision to life in such a dramatic fashion.

The TIAC recognition adds to a growing list of accolades the campaign has received in the past several weeks. In September, it won an Atlantic region Innovation, Creativity and Enterprise (ICE) advertising award for Marketer of the Year, and was subsequently featured in the October issue of Progress magazine. Most recently, the Canadian e-Tourism Council named the province�s tourism Web site ( www.newfoundlandlabrador.com ), a major component of the campaign, one of three finalists for the Public Sector - Best Web site Award. The winner of that award will be announced November 8.

Other TIAC award nominees with a Newfoundland and Labrador connection were Canada AM and hosts Seamus O�Regan, Bev Thomson and Jeff Hutcheson, who were nominated for the Globe and Mail Travel Media Award for their June 14-15 live television coverage from the province; Sheila Kelly-Blackmore, general manager of St. Jude Hotel in Clarenville, who was nominated for the Via Rail Canada Volunteer of the Year Award for her volunteer work with Hospitality Newfoundland and Labrador, the province�s tourism industry association; and Hutton International Press of St. John�s, a champion of sustainable tourism practices, which was nominated for the Starwood Hotels and Resorts Worldwide Inc. Corporate Partner of the Year Award for its commitment to excellence within the tourism industry.

"Just to be nominated for this award is a great achievement and I congratulate these finalists for their efforts in helping to grow Newfoundland and Labrador�s tourism industry," Minister Jackman said. "This has been another banner year for tourism in this province and this recognition of excellence throughout the sector bodes well for the future."

-30-

Media contacts:

Elizabeth Matthews
Director of Communications
Office of the Premier
709-729-3960, 693-7291
elizabethmatthews@gov.nl.ca
Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061
heathermay@gov.nl.ca

2007 11 06                 10:10 a.m.

 


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