Funding-slashed historical sites say tourism ad is tone deaf
Ad made with provincial funding brags about not needing a large tourism budget
A provincially-funded tourism ad celebrating New Brunswick's hospitality is drawing criticism from site operators who say it downplays the importance of funding — just months after budget constraints closed one historical site and threatened the future of another.
The ad, called "NB tourism is built on welcome," was released in July by the Tourism Industry Association.
"Long before it was called tourism, we were opening our doors, sharing our tables, and pointing the way with a smile," says a soothing voice in a slight French accent over black-and-white photos of vintage New Brunswick scenes clicking by.
"Because here, welcoming is not a strategy, it's who we are. Tourism didn't grow from big budgets or flashy attractions, it grew from everyday moments..."
Tourism ad on heels of cuts slammed by 2 affected sitesBut for historical site operators whose sites were dramatically affected by tourism budget cuts this year, the line in the ad about budgets came across as tone deaf.
"I don't think it's going to be received well, especially by the areas that are suffering as far as funding goes for their particular sites," said Dawn Lamkey MacDonald, the executive director of the Highland Society of New Brunswick at Miramichi.
Their group had run the historical MacDonald Farm for more than a decade until calling it quits this summer after what they called an inadequate funding offer.
The
MacDonald Farm Provincial Heritage Place stayed closed this summer
after the group running it rejected a funding offer from the province
that it felt was too low, said Dawn Lamkey MacDonald, president of the
Highland Society of New Brunswick at Miramichi. (Sam Farley/CBC)
"It disturbs me, the line about tourism not growing from big budgets and flashy attractions is what really got me," MacDonald said.
"Because if it didn't grow from big-budget budgets or flashy attractions, then why are the flashy attractions getting the largest budgets? It doesn't make sense."
A recent right to information request returned to CBC News shows that budget cuts did play into the department's decision not to grant the Highland Society the funding it requested this year.
"I am not sure we have that $ this year with the cuts," wrote Anne Hamilton, acting director of the archeology and heritage branch, to another tourism department official in May.
Ad 'rings hollow' to Ministers Island board
Along with MacDonald Farm, another site being impacted by cuts is Ministers Island in Saint Andrews, which warned it would stop operating after this summer if funding was not increased.
Board chair John Kershaw said he wouldn't want the ad to be viewed by anyone as suggesting investments in tourism aren't required.
Chair of the Ministers Island board, John Kershaw, is ready to hand the keys back to the province in February. (Ian Curran/CBC News)
"So of course, the warm smile and the welcoming is all part of it. But to suggest that you can do it without investment and without funding, that rang a little bit hollow for our organization."
Kershaw said that since the board warned of needing more funding, the province has confirmed it will not be increasing the amount, so Ministers Island will be handing operations back over to the province in February if nothing changes.
"We're in a fight to stay alive. And here comes an ad that says it doesn't take money to stay alive, that just does not ring true to us."
Province says tourism budget cuts now reversed
When the budget came out earlier this year, tourism saw a budget cut of $900,000, but Minister Isabelle Thériault would not use that word to describe it.
In
March, Tourism Minister Isabelle Thériault would not use the word 'cut'
when talking about a $900,000 reduction in this year's provincial
tourism budget. (Ed Hunter/CBC)
"I'm not sure it's a cut but it's a shift here and there," she told reporters in March.
The Department of Tourism, Heritage and Culture confirmed that it gave the association $150,000 "to support a public awareness campaign highlighting the importance of tourism in New Brunswick," including with videos.
A spokesperson for the department did not provide an interview, and directed questions specifically about the ad to the association.
But in an emailed statement, Lori-Jean Wallace said the department had received $750,000 through a tourism agreement with the federal government, and had found $150,000 in "efficiencies from within the department," but did not explain what efficiencies had been found.
Those amounts add up to replace the $900,00 that had been cut from the tourism budget earlier this year.
Oppositions leaders confused by line in ad
Progressive Conservative tourism critic Mary Wilson said the ad was "lovely," except for the budget line.
"It's very unfortunate that they chose those words," Wilson said, adding that she understands MacDonald would be upset to hear the line, given how much the farm relied on provincial funding.
"Tourism is big here in the province of New Brunswick. And it requires government support, not cuts."
Green Party Leader David Coon said he doesn't understand why tourism, "an essential part of our economy year-round," would see budget cuts.
"The line in the video almost seems like an effort to try to reduce criticism of government for its budget cuts," Coon said.
"And how that got into the the ad for an independent association representing the tourism industry in the province is a bit mysterious to me."
Group that made ad says line taken out of context
CBC News requested an interview with the association, but received an emailed statement from CEO Ginette Doiron that said the line about tourism budgets was being taken out of context.
"The intent of the message was to emphasize the warmth and hospitality of New Brunswickers — that we welcome visitors regardless of where they come from or "what passport they carry," Doiron wrote.
The French version of the ad, which is basically a word-for word translation from the English version, makes no mention of budgets or flashy attractions.
She went on to write that the association believes that "tourism requires greater investment and needs to be taken more seriously as a driver of our provincial economy."
Tourism Industry Association of New Brunswick CEO Ginette Doiron said the line was taken out of context. (Pascal Raiche-Nogue/Radio-Canada)
Doiron said the association has also launched a second campaign, aimed at "government decision-makers."
"We understand the challenges many operators are facing, and we remain committed to advocating for stronger investment in tourism so that our industry can thrive," Doiron wrote.
That ad says that tourism in New Brunswick supports more than 40,000 jobs.
"It keeps our towns alive, our businesses open, and helps fund the roads, hospitals, and services we all rely on," the ad says.
It goes on to thank those who work in the tourism industry, but does not directly call on the province to take action or mention tourism budgets in any way.
ABOUT THE AUTHOR
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