Newfoundland and Labrador Tourism - Find Yourself

Given the real and perceptual barriers that persuaded Canadians not to holiday in the Newfoundland and Labrador region of Canada, the region's tourism group faced an ongoing challenge to recruit new customers.

Newfoundland and Labrador Tourism – Find Yourself

Agency: Target


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


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...

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