Skip to main content

Why Newfoundland and Labrador Tourism’s UGC Campaign Is A Must-Watch For Tourism Marketers

In addition to the friendliness of its locals, the province of Newfoundland and Labrador is known for its beautiful green landscapes and the icebergs you can spot off the coast.

To help visitors get a better chance at seeing an iceberg for themselves, they created the “Iceberg Finder,” which allows people to upload their photos of icebergs on a map. As they used CrowdRiff’s API to power this creative project, we took some time to talk to them about it!


Here’s a transcription and summary of video above.

Hi my name is Amy Fisher and I’m the Digital Lead at Newfoundland and Labrador Tourism.

User-generated content is a very important piece of our digital marketing strategy. It allows us to create a community of ambassadors and travelers where we can share stories and experiences that really incite travel to the province.

Our team has been using CrowdRiff for just over a year. The platform itself has been extremely easy to use and has performed exceptionally well for us.

How the team at Newfoundland and Labrador Tourism Uses CrowdRiff

  • Decreases administrative time spent searching for photos
  • Driving leads to partners and tourism operators
  • Organizing content into beautiful website galleries
  • Connecting with influencers and micro-influencers to share and use their content

Iceberg Finder: Mapping icebergs with user-generated photography is a website that tracks icebergs in real time on a map across the province of Newfoundland and Labrador, created using the CrowdRiff API.

There have been roughly 400 photos uploaded to the map from travelers around the province and those photos have had 400,000 interactions including 4,000 clicks to tourism operators from the UGC photos themselves.

Partnering with a brand that puts their customers first

We really love working with the CrowdRiff team. They have really gone above and beyond in facilitating innovative solutions for our brand. They’re always available to have meetings and to discuss solutions, and they’ve always come to the table with new ideas and innovative products.

It’s a really great time to be a digital marketer. The tourism industry is growing exponentially in Newfoundland and Labrador and it’s so exciting to be able to see people’s stories and their experiences and to be able to share them through our digital channels.

About the author

As a marketer, tech junkie, and travel enthusiast, I have the pleasure of working at the intersection of my passions. Every day, I get to explore new and innovative ways that tourism marketers are reaching their audiences with engaging and authentic visuals. Hope you enjoy the read!

Profile Photo of Adam Lacombe