CRAYONS Find yourself in colour

Posted on 01/29/2016 | About Newfoundland and Labrador

Newfoundland and Labrador's tourism campaign is one of the most recognizable and successful advertising campaigns in the country." This comment came from Christopher Mitchelmore, minister of business, tourism, culture and rural development. With the launch of the 2016 ad campaign it is reasonable for the province to expect more of the same.

The television ad which started over a week ago and runs until 01 May 2016; is called Crayons, part of the award winning Find Yourself campaign. It was launched at The Rooms, a cultural facility in St John’s that houses the Art Gallery of Newfoundland and Labrador. The ad will be featured on Air Canada’s inflight entertainment system until April. The musical score has lyrics written by Kira Willey and performed by Catherine Allan of Fortunate Ones. The campaign includes national newspaper ads, digital videos, online display ads and social media activity. The ads cost $675,000 to produce said Mitchelmore. "We have ambitious goals for tourism. Tourism employs 18,000 people in Newfoundland and Labrador and thousands of small and medium sized businesses." The industry in the province generates over $1.1 billion in visitor spending each year and the government anticipates that to reach $1.6 billion by 2020. Said Mitchelmore of Tourism "It reaches every segment and sector of the economy in some way, shape or form."