Text Size
Bookmark and Share
 

Tourism, Culture and Recreation
January 17, 2011

New Tourism Television Ads Begin Airing Today

The Provincial Government’s 2011 tourism television advertising campaign debuts today with Half Hour and 500 Years, the latest two chapters in Newfoundland and Labrador’s award-winning campaign, introduced in 2006.

“The new ads continue to depict the look and feel of our province – its unique sense of time and place, its natural beauty, its heritage, but also its vibrant energy and the metropolitan qualities which appeal to many travellers,” said the Honourable Terry French, Minister of Tourism, Culture and Recreation. “It’s a one-two punch which says we’ve got it all right here in Newfoundland and Labrador – a great place to relax, enjoy the outdoors, hold meetings and conventions, and enjoy modern amenities in an atmosphere steeped in history and culture. In short, it is the best of all worlds.”

The television ads, the 11th and 12th to be produced for the province’s multi-media campaign, will air in key target markets across Canada on CBC and CTV, and on several specialty networks, such as the Discovery Network, Daily Planet, the History Channel, BBC Canada, TSN, National Geographic and the Outdoor Life Network. The new ads, along with others in the series, can be viewed at www.youtube.com/NewfoundlandLabrador.

Minister French said the ads continue to build on Newfoundland and Labrador’s unpretentious brand personality, while also capturing the spiritual, easy-going nature of the province. The ad entitled Half Hour acknowledges that even though we have our very own time zone, we don’t necessarily measure time in seconds or hours – but rather in moments and experiences. The second, entitled 500 Years, was shot in St. John’s and highlights our unique blend of urban sophistication and Old World charm.

“Most of our ads focus on rural themes, which have been crucial to our success to date,” said Minister French. “This year, we felt it was time to focus on the diversity of our tourism experiences, including our urban attractions. This two-pronged approach is designed to benefit all areas of the province. We’re finding, for example, that more national and international organizations are holding their conventions here, and that many delegates choose to arrive early, and stay after their business is done in order to take the opportunity to experience other regions of our province.”

Early indications are that 2010 was a record year for the tourism industry in Newfoundland and Labrador. When the numbers are finalized to the end of December, it is anticipated they will show the province welcomed more than 500,000 non-resident visitors for the first time in its history, and that non-resident expenditures topped $400 million for the first time. The total value of the resident and non-resident tourism industry is expected to be about $860 million for 2010.

- 30 -

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

2011 01 17                                                         12:25 p.m.

 
 
Last Updated:
This page and all contents are copyright, Government of Newfoundland and Labrador, all rights reserved.