Newfoundland and Labrador�s tourism marketing excellence has been recognized once again � this time internationally � with three awards announced at the recent Adrian Awards, sponsored by Hospitality Sales and Marketing Association International (HSMAI). The award winners were announced earlier this week at a gala event in New York City.

The province earned gold in the Positioning category for the overall Fresh Air Campaign; silver in the Web Marketing category for the online hunting and fishing campaign, and bronze in the Signage-Outdoor/Transit category for the window superboard � an element of the Fresh Air Campaign � which featured a hand-painted three-dimensional "view out the window" with actual curtains blowing from what appeared to be a Newfoundland and Labrador sea breeze. The superboard was placed over the Gardiner Expressway in Toronto this past summer.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, said this latest acknowledgement from HSMAI builds on the various awards and accolades Newfoundland and Labrador�s tourism marketing campaign has received over the last several years.

"This kind of recognition enhances our growing reputation as leaders and innovators in tourism marketing, but most importantly, it draws attention to this province as a destination of choice," said Minister Jackman. "The Fresh Air Campaign, as well as the recent launch of our new tourism television advertisements, have sparked incredibly positive reaction across the country, and can only help achieve our goal of further growing our industry."

The multi-media Fresh Air Campaign included television, radio and print advertising, superboards in Toronto and Ottawa, and the unique Get Carried Away taxi promotion in downtown Toronto last summer. The Provincial Government worked with Target Marketing and Communications Inc. to produce the marketing campaign.

The Adrian Awards are presented by HSMAI, an international organization of sales and marketing professionals representing all divisions of hospitality, travel, and tourism, and honour creative talent and best practices in hospitality, travel and tourism marketing. The Adrian Awards are recognized as the world�s most esteemed advertising, public relations and web marketing competition specifically designed for the travel industry.

Over the past five years, the Provincial Government has doubled its tourism marketing budget from $6 million to $12 million.

- 30 -

Media contact:

Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061
heathermay@gov.nl.ca