2011
Department of Tourism, Culture and Recreation
Frank Browne, Chris Martin, Gerry Osmond, Tina Riche, Kim Shipp, Kate Wolforth
After a decade of declining visitation to Provincial Historic Sites, the headquarters team used creativity, leadership and innovation to turn things around. The team embarked on a new and exciting direction. Through linking individual sites into a network with a coordinated strategy, marketing and brand identity, their hard work and determination has led to a boost in visitation of 13.6 per cent over three years.
They have developed high quality promotional materials that include an interactive website managed by historic sites staff, a first-ever events guide tied to quality special events at each site, and a new season pass. They have also developed live interpretation bringing Provincial Historic Sites alive with a new energy, making the experience a must-see for visitors to the sites.
Engaging the audience through social media has given a new avenue to promote historical sites to a broader group; site interpreters post interesting and up-to-date content and stories from each site.
Key to the success of the team has been new partnerships formed with a variety of groups. Through a strong engagement with the Marketing Division of Tourism, Culture and Recreation, working with community groups such as the Association of New Canadians and Aboriginal groups, to their partnership with the City of St. John’s, the Provincial Historic Sites headquarters team have supported and enhanced the relevance and attractiveness of sites both to residents of the province and to tourists.
The innovation, enthusiasm and commitment shown by the members of the team help shape the wonderful experience visitors have when visiting the province’s historic sites.