Additional Awards Continue to Drive Tourism as Important Element of Provincial Economy

Find Yourself Campaign Surpasses 200 Awards

Newfoundland and Labrador’s tourism marketing efforts were recognized once again at the 2013 Innovation, Creativity and Enterprise (ICE) advertising awards, taking home 19 awards. This brings the total number of awards for the province’s Find Yourself campaign to more than 200. The awards ceremony was held last evening (November 7) at the Cunard Centre in Halifax, Nova Scotia.

“We chose to endear ourselves to the hearts and minds of travelers around the world through our Find Yourself campaign. It captures how our province, people and culture are a unique travel experience, and this has obviously resonated with people around the globe. Achieving more than 200 awards for a tourism marketing campaign certainly speaks to its lasting impression.”
- The Honourable Terry French, Minister of Tourism, Culture and Recreation

The province’s marketing efforts are developed in partnership with local marketing and advertising company, Target. Since the launch of the province’s Find Yourself campaign in 2006, the Provincial Government has invested more than $94 million in the initiative.

Established in 2001, the ICE Awards are organized by a group of Atlantic Canadian advertising and marketing professionals in celebration of creative advertising designed and developed in Atlantic Canada.

A detailed listing of the awards received can be found in the backgrounder below.

For more information about this year’s award winners and the 2013 ICE Awards, visit: ice2013.icebergapp.com/winners

Through sound fiscal management and responsible decisions, the Government of Newfoundland and Labrador is strengthening the business environment, encouraging the development of innovative industries and building a vibrant economy.

QUICK FACTS

• The 19 awards won at the 2013 Innovation, Creativity and Enterprise (ICE) advertising awards for the province’s Find Yourself campaign brings the total number of awards for the campaign to 204.
• Tourism spending reached $1 billion for the first time in 2011. This puts us well ahead of schedule for achieving our Vision 2020 goal of doubling our tourism spending to $1.6 billion annually.
• Non-resident tourism spending increased 27 per cent between 2009 and 2012, reaching close to $460 million in 2012, the highest level of non-resident spending ever in the province.
• Between 2009 and 2012, non-resident visitation increased 21 per cent, surpassing a milestone of half a million visitors during that period.

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Media contact:
Melony O’Neill
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 689-0928
moneill@gov.nl.ca

BACKGROUNDER
2013 ICE Awards: Newfoundland and Labrador’s
Find Yourself Tourism Campaign

Gold

1. Print Single - Peace and Quiet
2. TV Single - Most Easterly Point
3. Online Display Single - Sunrise Voken
4. Video Under $10,000 - Gut-Foundered

Silver

1. TV Campaign - Find Yourself
2. TV Single - Conversation
3. Integrated - Find Yourself
4. Online Display Campaign - Word Games Campaign
5. Print Campaign - Find Yourself
6. Print Single - Conversation

Merit

1. Mobile App – Newfoundland and Labrador Travel Guide App
2. Best Use of Social Media - Out of Office
3. Video Under $10K - Mule Man
4. Print Campaign - Legends
5. Print Single - Characters

Craft

1. Cinematography - Most Easterly Point (TV Single)
2. Performance - Gut-Foundered (Video Under $10,000)
3. Photography - Peace and Quiet (Print Single)
4. Sound Design - Conversation (TV Single)

2013 11 08                                     4:25 p.m.