Tourism Campaign Receives International Honours

Newfoundland and Labrador’s innovative Find Yourself Here tourism marketing campaign has once again been recognized internationally with six awards presented at the 2010 Adrian Awards, sponsored by Hospitality Sales and Marketing Association International (HSMAI). The awards were presented last night (Monday, January 31) at a gala held in New York City.

The campaign was recognized with two gold and four bronze awards:
Gold – Complete Campaign; Gold – Print Media; Bronze – Fresh Air Campaign (Web Ad Series); Bronze – Ancient Land (Television); Bronze – Newspaper Insert, and Bronze – Ancient Land (Web Ad).

“This is the fifth consecutive year the campaign has received recognition on the international stage,” said the Honourable Terry French, Minister of Tourism, Culture and Recreation. “The various components of our marketing efforts continue to generate excitement throughout the country and around the world, making Newfoundland and Labrador a recognized leader in tourism marketing.”

The Adrian Awards are presented annually by HSMAI, an international organization of sales and marketing professionals representing all divisions of hospitality, travel, and tourism. The awards honour creative talent and best practices in hospitality, travel and tourism marketing, and recognize inventive and successful approaches to advertising, public relations, and web marketing.

These latest awards follow on the heels of two silver medal wins at this year’s CASSIES Awards, held January 24 in Toronto. The CASSIES are awarded annually to recognize the business achievements of over 300 advertising campaigns from Canada’s top advertisers and agencies. This year, the Newfoundland and Labrador campaign won silver in the categories of Government and Advocacy and Success Despite the Recession.

The province’s Find Yourself Here campaign was developed in collaboration with Target Marketing and Communications Inc., which has partnered with the Government of Newfoundland and Labrador on its tourism marketing efforts since 2005. Since the inception of the campaign, Newfoundland and Labrador’s tourism marketing efforts have received more than 100 industry awards.

The Provincial Government has more than doubled its annual investment in tourism marketing, from $6 million to $13 million since 2003. In 2009, the total resident and non-resident tourism industry contributed about $850 million to the Newfoundland and Labrador economy.

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Media contact:

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

2011 02 01                                                                           9:50 a.m.