Tourism, Culture and Recreation

January 13, 2009

New Television Ads Introduced in 2009 Tourism Campaign

Newfoundland and Labrador�s 2009 tourism marketing campaign will be launched this week in the national media featuring three new, visually compelling television advertisements.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, said the three new ads will build on the award-winning Find Yourself Here campaign, first introduced in 2006, which showcases our province�s creativity, people, culture and natural environment.

"Our television marketing campaign can be compared to chapters in a book, each telling a story that is unique to Newfoundland and Labrador," said Minister Jackman. "Through the addition of powerful new images, and intelligent storytelling, we are adding new �chapters� to our campaign which we expect will continue to entice travellers to visit Newfoundland and Labrador.

"The ads are highly evocative and designed to emotionally connect with our target market and, at the same time, they celebrate our sense of place and identity. I have no doubt they will continue to set us apart in the global tourism marketplace."

The new advertisements can be viewed at: //

The advertisements focus on the spectacular beauty of Gros Morne National Park, the physical architecture of our built heritage, and L�Anse aux Meadows National Historic Site - the only authenticated Viking settlement in North America.

"These advertisements present a fresh perspective on some of our most iconic tourism attractions," said Minister Jackman. "For example, the L�Anse aux Meadows ad focuses on the theme of discovery, using the natural curiosity of present-day children � our young explorers � to tell the dramatic story of the Viking explorers� visit to our shores more than 1,000 years ago."

The advertising campaign will air on major television networks in Ontario, Montreal, and Calgary, as well as on national specialty networks over the coming weeks.

Over the past five years, the Government of Newfoundland and Labrador has doubled its marketing budget from $6 million to $12 million annually. Spending by resident and non-resident tourists totals approximately $800 million annually. In 2007, there were 12,730 people whose employment was directly attributable to tourism spending � or 4.7 per cent of the working population.

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Media contact:
Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061

2009 01 13                                                   11:00 a.m.

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