Tourism, Culture, Industry and Innovation

Newfoundland and Labrador Brand

Brand Positioning

Most tourism brands are positioned on tangible products and features. Not surprisingly, most advertising presents an inventory of 'products' – places to go, sights to see, and things to do.

But people don't buy 'products', they buy benefits. The real benefit lies several layers below the tangible tourism 'product' – in the emotion of the brand, and the feelings it evokes.

Newfoundland and Labrador will stand for 'creativity'.

'Creativity' is true to the brand of Newfoundland and Labrador. Creativity – natural, spontaneous, and uncomplicated – defines who we are, what we do, and the place around us.

We express it in everything we do and say. It will differentiate the Newfoundland and Labrador brand and become our strongest unique selling point.

'Creativity', as the brand positioning, will be expressed and supported by three pillars:

People: The very real character of our people, their attitude, and way of life. Real, genuine people – warm, friendly, welcoming, uncomplicated, witty, humourous, and fun-loving. All the more powerfully felt because of the historical undercurrent of an unrelenting and unforgiving environment, mastered only through a fierce independence, steeped in self-reliance, quiet pride, and creative ingenuity.

Culture: Our history, heritage, music, art, language, architecture, folklore, traditions, values, and the vitality of colour and texture in everything we touch. It links our past with our present and expresses our spiritual and creative and intellectual qualities.

Natural Environment: This place of fierce beauty that lives by the sea. A rugged land with 29,000 kms of coastline, rich icons of whales and wildlife and icebergs, and a sensuous magic light that pours over the landscape and into the art and culture, and hearts of our people.

Brand Personality

A tourism brand personality is the feeling or image that people have about a place. Newfoundland and Labrador's brand personality will personify the creativity of our people and our culture and guide all marketing programs.

The Newfoundland and Labrador Tourism brand personality is the natural and spontaneous expression of who we are:

  • Natural and uncomplicated.
  • Warm and friendly.
  • Genuine and authentic.
  • Quietly and proudly independent.
  • Spontaneous, rather than practiced or self-conscious.
  • Witty and funny, with a natural spontaneity.
  • Creative – not only in art and culture, but in our natural ingenuity and inventiveness.
  • Comfortable in our own skin.

How Will The World Recognize Us?

The Brand Development Office with the Communications Branch of Executive Council grants permission to tourism businesses interested in incorporating the Newfoundland and Labrador brand look and feel into their advertising and promotional material.


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