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Tourism, Culture and Recreation
Dec. 17, 2009

The following statement was given today in the House of Assembly by the Honourable Terry French, Minister of Tourism, Culture and Recreation.

Tourism Marketing Efforts Recognized Worldwide

Mr. Speaker, I rise in this Honourable House today to speak about Newfoundland and Labrador�s tourism marketing efforts, and the impact they are having in this province and throughout the country.

Since 2006, the year our current tourism marketing campaign was initiated, there have been 62 awards presented to various aspects of the campaign. This includes television, radio, prints ads, billboards, and awards that recognize pure innovation and creativity in our approach to marketing Newfoundland and Labrador as a world class destination.

In 2007, Newfoundland and Labrador�s marketing campaign, developed in partnership with Target Marketing and Communications, won the Tourism Industry Association of Canada�s Marketing Campaign of the Year Award, and we were a finalist again in 2009 in this same category.

But Mr. Speaker, we cannot rest on our laurels. That is why our tourism marketing campaign has evolved over the years, with added layers and elements designed to break into new markets, increase our presence in traditional markets, and to take advantage of new opportunities through social media networking, such as Facebook, Twitter and You-tube.

We must be doing something right, Mr. Speaker, because other jurisdictions continue to see us as national leaders in tourism marketing, and seek to replicate our success in the marketplace.

If imitation is the sincerest form of flattery, Mr. Speaker, we should be quite flattered. There are national and international destinations which are taking our advertisements and campaign slogans and adopting remarkably similar marketing tactics in their own campaigns. But they can never have what we have, Mr. Speaker � a beautiful, and truly unique travel experience to offer visitors from around the world.

Mr. Speaker, we will stay on the cutting edge of tourism marketing in this province. We will continue to offer superior tourism experiences for visitors, and we will achieve our goal � as stated in our tourism vision Uncommon Potential � to double the economic contribution of the tourism industry to $1.6 billion in 2020.

2009 12 17                                                    1:50 p.m.
 


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