Newfoundland & Labrador Tourism: Fresh Air

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Newfoundland & Labrador Tourism
Agency: Target Marketing & Communications
Brand: Newfoundland & Labrador tourism
Campaign duration: June - August 2008
Campaign objective: Increase sales and volume; gain new customers
Country: Canada
Media budget (USD): $250,001 - $1million
Media used: Events, Internet display, Internet microsites, Newspapers (national), Out of home (all forms), Public relations, Radio (local)

A. Executive Summary