Newfoundland and Labrador Tourism – Find Yourself

Agency: Target

Section I — BASIC INFORMATION

Business Results Period (Consecutive Months): January 2009 – June 2010

Start of Advertising/Communication Effort: January 12, 2009

Base Period as a Benchmark: Calendar 2008

Geographic Area Covered: Canada

Annual Budget Range: $4 – $5 million

Section II — SITUATION ANALYSIS

a) Overall Assessment

Around here, there’s no such thing as an accidental tourist. Confronted by real and perceptual barriers of distance, time, and cost, it takes deliberate planning and determined effort to visit Newfoundland and Labrador (NL). Competing with well-known, well-funded national and international destinations, the challenge to get travellers to this off-the-beaten-path destination is even greater – especially during a recession, which left few travel markets unscathed.