Province launches new tourism ad for Gros Morne

James McLeod
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Tourism Minister Terry French beamed as he introduced the province’s latest tourism ad in Conception Bay South on Monday.

Tourism Minister Terry French unveils the province’s latest tourism ad Monday morning at the Manuels River Hibernia Interpretation Centre. French said that since 2006, the province’s ads have helped grow tourism to a billion-dollar industry in the province. — Photo by James McLeod/The Telegram

The ad, titled “Magic,” features Gros Morne National Park and the vivid colours and ethereal tone that have come to define the provincial tourism campaign.

But even if the ads are whimsical and idealized, French said they translate into cold, hard cash for the province.

“In 2012, of course, we became $1 billion in spending. We had non-residents come here and leave

$1 billion here. We’re employing over 17,000 Newfoundlanders and Labradorians all over the province,” he told reporters. “We had 500,000 people come visit us last year.”

Since the current “Find yourself here” tourism campaign was launched in 2006, the government has spent more than $94 million on the ad campaign.

The work is done by Newfoundland firm Target Marketing.

Twitter: TelegramJames

Geographic location: Gros Morne National Park, Newfoundland

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Recent comments

  • david
    January 22, 2014 - 19:02

    Here's the problem with the "government way" of valuing tourism....if I buy a $4 burger at McDonalds on my way to St. John's in the middle of March, they apply contrived multiples, fudge factors and economic trickle down voodoo to that $4 "expenditure" until it eventually swells to a ridiculous $18 bucks in "tourism value". The truth is that the $4 was (just to illustrate the point) about $0.50 worth of local wages, $2.00 went to McDonalds Canada in food expense and franchise fees, $1.00 goes to pay utilities and taxes to governments, and $0.50 goes to the franchisee as profit. But's the real kicker: I wasn't even a tourist at all! So it's $18 of complete, made-up BS.....this ends the lesson in government finance.

  • david
    January 21, 2014 - 11:03

    $94 million spent on ads since 2006.....that's real, actual taxpayer money. The "We had non-residents come here and leave $1 billion here" claim? That's complete, utter government BS.

  • david
    January 21, 2014 - 10:09

    "....the ads are whimsical and idealized..." Quite the understatement. Between the "five days every 2 years" weather and the "helicopter required" footage, the ads are a complete fiction. But then, tourism strategy here remains "just get them here --- once we got their money, let them fend for themselves". So that makes the ads perfect.

  • Bill
    January 21, 2014 - 04:47

    I don't get it. Why couldn't he make the Gros Morne announcement from Gros Morne??? Why CBS? Too much trouble to show a little respect and actually GO to Gros Morne?