Department of Tourism, Culture and Recreation – Newfoundland & Labrador Tourism

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced a real challenge to engage and persuade potential visitors to holiday in an off-the-beaten-path destination.
Agency: Target Marketing & Communications

Department of Tourism, Culture and Recreation – Newfoundland & Labrador Tourism

Bronze: Government & Advocacy

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2006–May 2007Start of Advertising / Communication Effort: 14 January 2006Base Period for Comparison: Calendar 2005

a) Introduction:

Around here, there's no such thing as an accidental tourist. Confronted by real and perceptual barriers of distance, time and cost, it takes a determined effort to visit Newfoundland and Labrador (NL).

Faced with a large number of well-known, well-funded competing tourism destinations, the challenge to engage and persuade potential visitors to...

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