New Television Ads Launched under Award-Winning Find Yourself Campaign

Newfoundland and Labrador’s 2013 national tourism advertising campaign kicked off today with the Honourable Terry French, Minister of Tourism, Culture and Recreation, unveiling two new television ads that continue the Provincial Government’s award-winning Find Yourself campaign.

“Our campaign is presented as chapters of a book with each ad telling a story that is unique to Newfoundland and Labrador,” said Minister French. “Most Easterly Point’ and Conversation are the new chapters in the Newfoundland and Labrador tourism story.”

Most Easterly Point tells a story about Newfoundland and Labrador’s unique position as the most easterly point in North America; the only place where one can experience the continent’s first sunrise. Conversation tells a story about one of the province’s most distinct, charming and irresistible qualities – our language – with more English dialects spoken here than anywhere else in the world.

The national television campaign launches today and will be supplemented by newspaper, in-flight and online advertising, as well as digital marketing and social media.

“Newfoundland and Labrador’s tourism advertising campaign has had a major influence on the growth of our industry over the past decade,” said Darlene Thomas, Chair of Hospitality Newfoundland and Labrador. “We are delighted that the story continues with two new ads that will, no doubt, both inspire more people to visit our province and continue to strengthen our competitiveness as a vacation destination.”

A series of new online videos were also unveiled today and will be added to the provincial website. These videos provide more depth to the stories, people and experiences profiled in the television ads.

“All of our advertising material carries a call-to-action, directing viewers to our provincial website,” said Minister French. “We are definitely seeing results from this approach, as website visitation was up more than 30 per cent in 2012 representing 1.5 million visits.”

The new ads and the new online videos are available on the tourism website www.newfoundlandlabrador.com

The Find Yourself campaign was launched in 2006 and continues to differentiate Newfoundland and Labrador as exotic and different from other tourism advertising and tourism destinations. The campaign has won more than 170 national and international awards since its initial launch.

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2013 01 21                             10:25 a.m.