Ugly sticks used for N.L. tourism pitch in San Francisco
Earlier this month, ugly sticks were being played in San Francisco, Calif., to raise curiosity and prompt conversations on travel to Newfoundland and Labrador.
On April 11, provincial Tourism took part in the Canadian Media Marketplace event — an annual marketing and sales event in the United States, in New York or California. The event is organized by Destination Canada, and co-sponsored by provincial, territorial and regional tourism outfits.
According to information provided by the Government of Newfoundland and Labrador, the event specifically serves “American travel media influencers.”
“This year, Destination Canada and the 10 Canadian Media Marketplace attending provinces hosted a special event to highlight the sights and sounds of Canada,” stated an emailed response to questions, from a Tourism department spokeswoman. “Newfoundland and Labrador Tourism displayed the province’s music and culture by showcasing the Mummer’s Festival.”
The trip cost the province less than $20,000 in total. Costs were specifically: $5,000 for the partnership with Destination Canada, $4,300 for a separate registration for the event and $9,451 to cover travel and participation costs for one staff member with the Department of Tourism, Culture, Industry and Innovation, as well as three performers.
Of the three performers, two were musicians while a third was hired to demonstrate how to make an ugly stick.
According to the department, in addition to general networking, the Tourism representative who attended went to 24 separate appointments with pre-qualified travel writers, “resulting in solid prospects.”