Tourism, Culture, Industry and Innovation
February 21, 2018

Provincial Tourism Campaign Big Winner at 2017 Adrian Awards

Newfoundland and Labrador’s Off the Beaten Path tourism marketing campaign has won eight Adrian Awards, including the prestigious Best in Show award, presented by Hospitality Sales and Marketing Association International (HSMAI) at a gala held in New York City on Tuesday.

Best in Show is HSMAI’s highest honour and is selected from platinum winners in the advertising, digital marketing and public relations categories. This is the second time Newfoundland and Labrador Tourism and Target Marketing and Communications has received this honour.

Along with a Best of Show award, the Off the Beaten Path campaign also won gold in Digital Integrated Campaign and Video Series/ Digital Marketing Series; gold-platinum in Web Site and Geo-Targeted Campaign; and, silver in Website User Experience.

Off the Beaten Path is part of the Find Yourself campaign, which continues to be recognized as one of the most successful tourism campaigns in the country, receiving 293 awards to date, including such notable honours as:

  • 2016 Tourism Industry Association of Canada (TIAC) Social Media / Digital Marketing Initiative of the Year;
  • 2016 HSMAI Pioneer in Digital Storytelling;
  • 2015 HSMAI Best in Show;
  • 2012 Cassies Grand Prix; and
  • 2011 and 2007 TIAC Campaign of the Year.

Tourism has grown to become a pillar in the provincial economy with over 2,600 businesses and nearly 20,000 jobs in Newfoundland and Labrador. Over 553,000 travellers visited the province in 2017, an increase of three per cent. Associated visitor spending was up two per cent, to an estimated $575 million. This is the highest non-resident spending the province has ever seen. 

Guided by The Way Forward, the Provincial Government is aiming to double resident and non-resident visitor spending to $1.6 billion by 2020.

"The HSMAI’s Best in Show Award is the most prestigious prize an international tourism hospitality advertising campaign can receive, and I am proud to say Newfoundland and Labrador Tourism is a two-time winner. This achievement speaks volumes about the work being done by the tourism team and our home grown agency of record, Target Marketing and Communications. Visitors are attracted to our province through the uniqueness and creativity of this inspiring campaign, and the results speak for themselves, as our province is a leading destination for travellers throughout the world.”
Honourable Christopher Mitchelmore
Minister of Tourism, Culture, Industry, and Innovation

- 30 -

Learn more
Adrian Awards - External Link Icon

Newfoundland and Labrador Tourism Website - External Link Icon

Department of Tourism, Culture, Industry and Innovation -

Follow us on Twitter: @GovNL External Link Icon and @TCII_GovNL External Link Icon

Media contact
Eric Humber
Tourism, Culture, Industry and Innovation
709-729-4819, 725-9655


2018 02 21                                                    4:15 p.m.