Fresh Air
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | June – July 2008 |
Start of Advertising/Communication Effort: | June 01, 2008 |
Base Period for Comparison: | June – July 2007 |
a) Synopsis of the Case
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).
Confronted with a large number of well-known, well-funded national and international tourism destinations, the challenge to engage and lure travellers to this off-the-beaten-path destination is even greater. Also, let's face it, NL is...