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Jazz and Blues Presenter to Expand Marketing Presence

February 22, 2010

Local jazz and blues music presenter, Wreckhouse Jazz and Blues, is initiating a marketing strategy to better target international audiences and performers and increase awareness of its year-round events. Greater marketing activities, with the assistance of the Provincial Government, support the organization’s objective of building the province’s brand as a world-class destination for music and linking local performers with international music promoters.

“Over the years, the Wreckhouse International Jazz and Blues Festival has successfully expanded its scope from Newfoundland and Labrador to targeting performers and audiences from across North America and Europe,” said the Honourable Shawn Skinner, Minister of Innovation, Trade and Rural Development. “By continuing to advance its marketing activities, it will create new opportunities for local artists to promote themselves, solicit other performance opportunities, and establish national and international collaborations.”

The Provincial Government’s $26,644 investment in the Wreckhouse Jazz and Blues marketing campaign builds on previous outreach initiatives that included trade missions to Chicago and Iceland. Additional activities will include the development of a new website, print materials, and advertising and public relations campaigns.

“With the development of a three-year marketing strategy, we will be able to work towards our goals of achieving the national and international recognition that is enjoyed by many of our counterparts within Jazz Festivals Canada, along with contributing to the promotion of local talent and our educational programming,” said Kirk Newhook, Executive/Artistic Director, Wreckhouse Jazz and Blues. “Enhanced marketing efforts will also help us better develop a corporate sponsorship program, thereby increasing community engagement and revenues, allowing us to secure headlining international artists.”

In addition to its week-long festival that is held in St. John’s in mid-July, Wreckhouse Jazz and Blues offers many events throughout the year to achieve its goal of promoting the enjoyment and appreciation of jazz, blues and world music in an already vibrant and nationally-recognized musical community.

“The Wreckhouse International Jazz and Blues Festival has emerged as an anchor attraction in the St. John’s area,” said Minister Skinner. “Along with entertaining thousands of people annually, it leads to significant direct and in-direct economic spin-offs.”

Incorporated in 2003, Wreckhouse Jazz and Blues is a non-profit organization with a mission to build a greater awareness for jazz, blues and world music and traditions through a year-round program of educational and performance events. It is the only organization dedicated to developing this music genre in the province.

This initiative was funded through the Regional/Sectoral Diversification Fund (RSDF), which through Budget 2009: Building on Our Strong Foundation was increased to an $8 million fund. Administered by the Department of Innovation, Trade and Rural Development, the RSDF provides non-repayable contributions to economic development agencies for initiatives that address regional and sectoral development and diversification.

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