Tourism, Culture, Industry, Innovation
January 18, 2019

Province Launches 2019 Tourism Advertising Campaign

Newfoundland and Labrador’s 2019 tourism marketing campaign officially launches next week, with a sneak peek being shared on social media channels today. The theme for this year’s campaign will focus on storytelling: Newfoundland and Labrador is a place built on stories. Our writers and artists and locals – they all have tales to tell.

The campaign launches on television with ‘A Tangled Tale.’ The new ad explores one traveller’s journey in Newfoundland and Labrador. Viewers follow along as she discovers the ability of locals to spin a yarn about just about anything, from hypnotizing tales and recitations, to little ditties about nothing in particular. The 90-second version of ‘A Tangled Tale’ can be seen at NewfoundlandLabrador.com external link icon.

The television campaign will launch across the country on Monday, January 21, and is scheduled to run for 15 weeks. Other campaign elements will include national and regional newspaper ads, Air Canada’s inflight entertainment system, digital video, online displays, plus activity on social and digital media channels.

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 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.

Support for the tourism industry 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 www.thewayforward.gov.nl.ca.

Quotes
“The Newfoundland and Labrador tourism advertising campaign is one of the most talked about, most awarded, and most successful in the country. Each year, the goal is to produce a fully integrated campaign that can bring the brand to life. This year’s focus on storytelling is appropriate, as around here, our stories seem endless. There are stories about the sea, the land, the fresh air, the people, and everything in between. And more than a few of them will have you leaning in to find out what happens next.”
Honourable Christopher Mitchelmore
Minister of Tourism, Culture, Industry and Innovation

"Storytelling is a highly differentiated campaign that's true to our creativity DNA. It speaks to experiential travellers looking for an unconventional and unexpected place, off the beaten path, and it evokes a rich, emotional response and desire to visit."
Catherine Kelly
Director of Account Management, Target Marketing & Communications Inc.

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Learn more

Newfoundland and Labrador Tourism external link icon

Target Marketing & Communications Inc. external link icon

The Way Forward

Follow us on Twitter: @NLtweetsexternal link icon, @GovNLexternal link icon and @TCII_GovNLexternal link icon

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 

2019 01 18                              12:30 p.m.