Newfoundland and Labrador Tourism continues to collect tourism marketing recognition regionally, nationally and internationally, receiving 38 prominent awards in 2018, including such prestigious honours as:
- Best of Show at Hospitality Sales and Marketing Association International Adrian Awards;
- Best of Show at the Innovation, Creativity and Enterprise Advertising Awards;
- Silver at the Canadian Marketing Awards; and
- Bronze at Strategy Magazine’s Marketing Awards.
A complete list of the awards won in 2018 can be found in the backgrounder below.
In partnership with Target Marketing & Communications Inc., Newfoundland and Labrador Tourism launched the Find Yourself campaign in 2006, and it has become one of the most successful and recognized tourism campaigns in the country, receiving 323 awards to date. The Provincial Government, through the Department of Tourism, Culture, Industry and Innovation, supported tourism marketing in 2018 with an investment of approximately $13 million.
The tourism industry generates over $1.1 billion in visitor spending each year, and is responsible for over 20,000 jobs, representing 2,600 businesses in Newfoundland and Labrador. As committed in The Way Forward, the Provincial Government is aiming to double resident and non-resident visitor spending to $1.6 billion by 2020.
Supporting tourism also delivers on commitments in The Way Forward to strengthen the province’s economic foundation
The Way Forward outlines all actions the Provincial Government is taking to achieve a strong, diversified province with a high standard of living, and can be viewed at thewayforward.gov.nl.ca.
Quotes
“In partnership with Target, Newfoundland and Labrador Tourism continues to find new concepts and promotional platforms to help bring to life the authentic beauty, real character, and the natural creativity of our province. I congratulate their vision, hard work and ingenuity, for making our tourism marketing the best in the country.”
Honourable Christopher Mitchelmore
Minister of Tourism, Culture, Industry and Innovation
“Newfoundland and Labrador is bursting with creativity. It’s part of our DNA and it allows us to see things differently. Everything’s a bit off-kilter here, and we tend to take the path less travelled, which leads to more innovative ideas and solutions. We’re so proud to work with a client that shares this creative vision.”
Catherine Kelly
Director of Account Management, Target Marketing & Communications Inc.
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Learn more
Newfoundland and Labrador Tourism
Target Market and Communications
Follow us on Twitter: @GovNL and @TCII_GovNL
Media contacts
Eric Humber
Tourism, Culture, Industry and Innovation
709-729-4819, 725-9655
erichumber@gov.nl.ca
Mel Hoskins
Target Marketing & Communications Inc.
709-739-8400 ext.237
mhoskins@targetmarketing.ca
BACKGROUNDER
Complete list of awards won by Newfoundland and Labrador Tourism in 2018
Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards:
- Best of Show: Off the Beaten Path Geo-Targeted Campaign
- Platinum: Off the Beaten Path Geo-Targeted Campaign
- Platinum: ExplorersWanted.ca – Website
- Gold: Off the Beaten Path Geo-Targeted Campaign
- Gold: ExplorersWanted.ca – Website
- Gold: Off the Beaten Path – Digital Integrated Campaign
- Gold: Off the Beaten Path – Video Series / Digital Marketing Series
- Silver: ExplorersWanted.ca – Website User Experience
Innovation, Creativity and Enterprise (ICE) Advertising Awards:
- Best of Show: Sound Integrated Campaign
- Gold: Communication Strategy, Sound Integrated Campaign
- Gold: Integrated, Sound
- Gold: TV / Cinema Single, Conductor
- Gold: TV / Cinema Campaign, Conductor
- Gold: Brochure / Catalogue / Annual Report, Lure Brochure
- Gold: Digital Display Single, Sound Sync
- Gold: Digital Display Campaign, ‘Come From Away’ Geo-Targeted Campaign
- Gold: Website under $20K, ExplorersWanted.ca #ExploreNL Tour
- Gold: Print Single, Sound Manifesto
- Gold: Print Campaign, Find Yourself Newspaper
- Silver: Digital Video under $5K, Peace & Quiet
- Silver: Website, SoundsFromTheEdge.fm
- Merit: Long-Form Campaign, Sounds from the Edge Videos
- Merit: Photography, Sound Campaign
- Craft: Art Direction, Conductor
- Craft: Music or Sound Design, Conductor
- Craft: Videography / Direction, Conductor
- Craft: Copywriting, Sound Manifesto
Canadian Marketing Association (CMA) Awards:
- Silver: Advertising / Consumer Services / Brand Building – Symphony of Sound Campaign
Strategy’s Marketing Awards:
- Bronze: Craft, Sound Design – Conductor
Applied Arts Awards:
- Copywriting Single: Sound Manifesto
- Online Banner Ad Single: Globe & Mail Sound
- Website Single: SoundsFromTheEdge.fm
- Website Single: IcebergFinder.com
- Interactive Single: Play it by Ear Contest
- TV > 30 Seconds Single: Conductor
- TV > 30 Seconds Series: Conductor TV Campaign
- TV Craft Music Single: Conductor
- Entertainment, Arts & Tourism: ExplorersWanted.ca