The Honorable Steve Crocker, Minister of Tourism, Culture, Arts and Recreation, today announced the launch of ‘Your Backyard Beckons’, a new in-province tourism marketing campaign. The campaign focuses on encouraging residents to explore areas of Newfoundland and Labrador they have never ventured to, to step out of their comfort zone and maybe cross something off their bucket list, all in their own backyard.
Beginning on May 17, the new campaign will launch on television and digital mediums, with social media and radio rolling out thereafter. Newfoundland and Labrador Tourism, in conjunction with the Agency of Record, Target Marketing and Communications Inc., developed this dynamic campaign to run over a 16 week period, at a total media spend of $548,000
The Provincial Government, in partnership with Hospitality Newfoundland and Labrador, the NL Tourism Board, and the Destination Management Organizations, are working on a renewed tourism strategy to chart a new course forward for tourism to aid with recovery of the industry.
Tourism is a vital economic driver in Newfoundland and Labrador. Prior to the pandemic, the industry generated over $1.14 billion in visitor spending each year, representing over 20,000 jobs and 2,800 businesses in the province. Support for local businesses and tourism operators is needed now more than ever.
Quotes
“Our beautiful and vast province is filled with endless opportunities for residents to discover. I encourage everyone to find a new area to explore this summer; right in your own backyard. Take some time to open your eyes to your own surroundings – leave no stone unturned, no cove undiscovered and no trail unexplored. Plan ahead, support our local tourism operators and enjoy some new experiences you have not embarked on before.”
Honourable Steve Crocker
Minister of Tourism, Culture, Arts and Recreation
“Our province’s tourism industry is so important, not only to the economic wellbeing of Newfoundland and Labrador, but to those who depend on it. There are countless experiences to be had and adventures to be found here, and we are hoping that local residents are ready to explore our beautiful province, all the while knowing that they are contributing to the survival of our industry and the families who rely on it.”
Brenda O’Reilly
Chair, Hospitality Newfoundland and Labrador
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Target Marketing and Communications Inc.
Hospitality Newfoundland and Labrador
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Media contacts
Kathryn Summers
Tourism, Culture, Arts and Recreation
709-729-4819, 699-6147
kathrynsummers@gov.nl.ca
Craig Foley
Hospitality NL
709-722-2000 ext. 232
cfoley@hnl.ca