Newfoundland campaign takes top advertising prize

24 Jan 2012

By Susan Krashinsky
The Globe and Mail
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Newfoundland and Labrador is not a quick trip. But in the past few years, the brand seems to be everywhere, beckoning travellers to spend the time and money it takes to visit the province. That’s thanks to a consistent campaign of cinematic TV ads showcasing the province’s scenery and charming nature. For courting tourism in a down market, the campaign has won the Grand Prix at the 2012 edition of CASSIES, which award the best in Canadian advertising.

The award show focuses on ad effectiveness, touting itself as emphasizing return on investment over other award shows’ preoccupations with creative novelty in ads. The Newfoundland and Labrador Tourism campaign is the work of St. John’s-based firm Target Marketing & Communications, which shared the honour on Monday night at the CASSIES award presentations in downtown Toronto.

The “Find Yourself” campaign was also awarded a Gold prize for Sustained Success, as it has increased visits to Newfoundland since 2009. In 2010 the province began to see bigger gains, with tourism revenues up more than 9 per cent compared to the previous year, to roughly $410-million – that made it the Newfoundland and Labrador’s best-ever tourism year, attracting more than half a million visitors. It was the first time the number of tourists has surpassed the number of people living there.

Other top winners at the CASSIES on Monday night:

Gold winners:

Packaged Goods: – Food/Other and Sustained Success: Agency – john st.; Client – Sponge Towels (English) for Kruger Products LP.

Events, Seasonal and Short Term: Agency – The Hive; Client – Cadbury Caramilk for Kraft Canada

Events, Seasonal and Short Term: Agency – JWT; Client – Smarties Blue Cat campaign for Nestlé Canada Inc.

Off to a Good Start: Agency – Due North Communications; Client – OLG Poker Lotto for OLG

Packaged Goods: – Food/Other and Best Launch: Agency – Taxi Toronto; Client – McCain It’s All Good rebrand for McCain Foods

Automotive and DIY and Best Launch: Agency – DDB Canada; Client – MY 2010 Subaru Outback for client Subaru Canada

Best Use of Media: Agency – Leo Burnett; Client – James Ready “Help Us, Help You” for James Ready Brewery Company

Sustained Success: Agency – DDB Canada; Client – MY 2009 Subaru Forester for client Subaru Canada