Tourism, Culture, Industry and Innovation
January 23, 2019

Provincial Tourism Campaign Big Winner at 2019 Adrian Awards

Newfoundland and Labrador Tourism continues to shine, as the marketing campaign ‘Find Yourself’ won six awards at the Hospitality Sales and Marketing Association International (HSMAI) gala in New York City January 22.

The digital integrated campaign for external link icon was honoured with platinum and gold accolades, qualifying for the prestigious Best in Show. Best in Show is HSMAI’s highest honour and is selected from platinum winners in the advertising, digital marketing and public relations categories. Newfoundland and Labrador Tourism received this honour in 2015 and 2018. external link icon is the leading online channel for tracking icebergs off of Newfoundland and Labrador, using satellite technology, as well as visual sightings from tourism operators and staff from visitor information centres, to track iceberg locations in real time.

Newfoundland and Labrador Tourism also won gold for the Symphony of Sound integrated campaign and for the Conductor television spot; as well as silver for the website external link icon and for Air Canada’s content channel inflight marketing.

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 329 awards to date, including:

  • 2018 HSMAI Best in Show
  • 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
  • 2011 and 2007 TIAC Campaign of the Year.

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.

The Provincial Government, through the Department of Tourism, Culture, Industry and Innovation, supported tourism marketing in 2018 with an investment of approximately $13 million. 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

"Working with Target Marketing and Communications, Newfoundland and Labrador Tourism continues to deliver a marketing campaign which inspires with its uniqueness and creativity. I commend their effort, and congratulate all who worked so diligently on this successful platform.”
Honourable Christopher Mitchelmore
Minister of Tourism, Culture, Industry, and Innovation

"We're incredibly proud of the continued success with the 'Find Yourself' campaign we've had together at these awards - the ‘Oscars’ of the travel and tourism industry. Our creativity brand allows for highly differentiated campaigns that evoke a rich, emotional response and desire to visit. We are very fortunate to have wonderful client partners who, like us, believe that 'Creativity is a powerful business tool'."
Catherine Kelly
Director of Account Management, Target Marketing & Communications Inc.

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

Mel Hoskins
Target Marketing & Communications Inc.
709-739-8400, ext. 237 

2019 01 23                              10:35 a.m.