Case Study: Newfoundland and Labrador Tourism

Case Study: Newfoundland and Labrador Tourism

Overview of Newfoundland and Labrador Tourism

The province is divided into two geographical areas: Labrador located in the most east of the mainland and the island which is located in the Gulf of St. Lawrence. Newfoundland and Labrador is located at the eastern end of Canada and its few inhabitants (551,792 in 1996) are scattered over an immense territory, just over half of them living in remote fishing villages, swarming along a rugged coastline. It is said that Newfoundlanders live by the sea, the sea and the sea No place is situated over 100 km from the ocean. The rest of the population lives in cities, most populous, St. John's, the capital, is located on the island of Newfoundland. Newfoundland and Labrador (in English, Newfoundland and Labrador and French) is a province in Atlantic Canada, the twelfth country to join the Canadian Confederation. Geographically, the province comprises the island of Newfoundland and Labrador Peninsula on the coast of Atlantic.

Effectiveness of the Media Used to Communicate the Newfoundland and Labrador Message

An effective advertising communication is without a doubt, the main objective pursuing any professional communication, regardless of the specialty engaged (media management, creative development, public relations, management events, direct marketing, etc.) and, of course, is the result that advertisers crave to turn their investments in communication. However, it is clear that the term "advertising effectiveness" has a unique meaning and consistent at all times when it is mentioned. As this occurs, the advertising industry is moving towards the achievement of priority of a communication effective in a long-term trend that will become effective (mediating a consensus on how to define and measure it) in a currency in transactions between market players. However, the effectiveness of the media used to communicate the Newfoundland and Labrador message, showed its worth and tourists got attracted towards visiting the place (William, 2005). In “The World at Six,” a national CBC radio broadcast, NL was called “an advertising juggernaut from which the rest of Canada should learn.” And feedback from the target audience poured in: “Absolute perfection in tourism advertising. “Some of the most evocative creative that has ever been done for any location in Canada … I have never felt so motivated to see your beautiful province.”

The creative execution launched in 2006 demonstrated the realness and naturalness of Newfoundland and Labrador. It celebrated the spiritualism achieved through engaging with the natural beauty of Newfoundland and Labrador. It sought to stimulate deep emotions that would compel the viewer/reader to learn more about the province and thus visit. This unique selling proposition carried across all media.

The Out-Of-Home Campaign in 2009 was a highly creative execution that stimulated much “water cooler” discussion.

Out-of-Home displays in various public places are more often used for product and corporate advertising. Simultaneously, the increasing interest in gesture control and other modern methods of interaction with large screens by the success of games consoles such as Microsoft Kinect steadily. Against this background, the following article ...