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Tourism, Culture and Recreation
November 23, 2011

Provincial Tourism Campaign Sweeps ICE Advertising Awards

The Provincial Government’s tourism marketing campaign Find Yourself won an astounding 16 awards at the Innovation, Creativity and Enterprise (ICE) Advertising Awards, including Best of Show, at a ceremony last night (Thursday, November 22).

“The award-winning Find Yourself campaign continues to lead the way in marketing,” said the Honourable Terry French, Minister of Tourism, Culture and Recreation. “Our approach is like no other in Canada, or indeed the world. We focus on what makes us unique in the marketplace, showcasing our people, culture and natural environment.”

Including last night’s awards, the Find Yourself campaign has won over 170 regional, national, and international awards since 2006. The campaign and other marketing efforts are developed in partnership with Target, a local marketing and advertising firm in St. John’s.

“We have been moving in a strategic direction to build our tourism industry since we released the province’s tourism vision Uncommon Potential in 2009,” said Minister French. “Through the leadership of the Tourism Board, we are working with Hospitality Newfoundland and Labrador, destination management organizations, and individual tourism operators to become a leading tourism destination.”

The ICE Awards are organized by a diverse group of advertising and marketing professionals to celebrate creative advertising made in Atlantic Canada. For more information, visit www.iceawards.com. The awards for the tourism marketing campaign are outlined in the backgrounder below.

Since 2003, the Provincial Government has more than doubled its tourism marketing budget from $6 million to $13 million. In 2010, tourism spending was valued at approximately $880 million, and visitors to the province topped half a million for the first time.

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Media contact:
Diana Quinton
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 631-8155
dianaquinton@gov.nl.ca 

BACKGROUNDER
Innovation, Creativity and Enterprise (ICE) Advertising Awards
Find Yourself Campaign

Best of Show
Newfoundland and Labrador Tourism – Find Yourself

Craft Awards
Colour Correction: Newfoundland and Labrador Tourism – Find Yourself Campaign
Music: Newfoundland and Labrador Tourism – Secret Place

Integrated
GOLD: Newfoundland and Labrador Tourism – Find Yourself

TV Single
GOLD: Newfoundland and Labrador Tourism – Secret Place
SILVER: Newfoundland and Labrador Tourism – Iceberg Alley

TV Campaign
GOLD: Newfoundland and Labrador Tourism – Find Yourself
SILVER: Newfoundland and Labrador Tourism – Resident

Print Single – Newspaper or Magazine
GOLD: Newfoundland and Labrador Tourism – Iceberg Alley
SILVER: Newfoundland and Labrador Tourism – Big Land
MERIT: Newfoundland and Labrador Tourism – Hiking

Print Campaign – Newspaper or Magazine
GOLD: Newfoundland and Labrador Tourism – Find Yourself

Online Advertising Single
SILVER: Newfoundland and Labrador Tourism – Man vs. Beast (Fishing)
SILVER: Newfoundland and Labrador Tourism – Man vs. Beast (Hunting)

Best Use of Social Media
GOLD: Newfoundland and Labrador Tourism – 48 Half Hours Contest

Other Interactive
SILVER: Newfoundland and Labrador Tourism – Man vs. Beast

2012 11 23                        9:30 a.m.

 
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