August 3rd, 2005

Ontario Government Boosts Tourism By Supporting Shaw Festival

Promotional Campaign To Help Reach Theatre Lovers In The U.S. And Nearby Ontario Markets

TORONTO, Aug. 3 /CNW/ - The Ontario government is supporting tourism in the Niagara Region by helping the Shaw Festival strengthen marketing initiatives aimed at American and Canadian theatre-goers, Minister of Tourism Jim Bradley and Minister of Culture Madeleine Meilleur announced today.

"The stars of the musical Gypsy have given us a taste of the exciting line-up that Shaw has in store for patrons this season," said Bradley. "The funding should help the Shaw Festival entice more American and Canadian
tourists to Niagara-on-the-Lake."

The Ministry of Tourism is contributing $400,000 to help the Shaw Festival to expand promotions that include advertising in New York, Ohio, Michigan, Toronto and the Greater Golden Horseshoe. The Festival estimates the promotional campaign will result in an additional $1.75 million in ticket sales, with a regional economic impact of $8.75 million.

Additional funding of $175,000 has also been contributed by the Ontario Cultural Attraction Fund to market the musical Gypsy, the first musical production in the Festival Theatre.

"We are delighted with the continued support of the Ontario government to help expand our marketing program to increase attendance at this year's exciting season," said Colleen Blake, the festival's executive director.

"Our government recognizes the vital role arts and culture play in our communities," said Minister of Culture Madeleine Meilleur. "The Shaw deserves its reputation as an internationally recognized theatre company that showcases Ontario as a leading cultural tourism destination."

Disponible en français

www.tourism.gov.on.ca

For further information: David Oved, Minister's Office, Tourism,
(416) 314-1400; Marcelo Gomez-Wiuckstern, Minister's Office, Culture,
(416) 325-1689; Gary Wheeler, Communications Branch, (416) 325-8391

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