This case demonstrates how Newfoundland and Labrador (NL) Tourism launched a strategic advertising campaign against the best opportunity group living in Toronto and Ottawa, Ontario, Canada in June and July 2008 – a critical travel period to influence leisure (vacation) travel.
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...