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."
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