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Tourism Newfoundland and Labrador

User-Generated Content (UGC) plays a critical role in Tourism for the Province of Newfoundland and Labrador, in eastern Canada. The province is known for its friendly locals, stunning landscapes, whale watching, and of course - Iceberg Alley.

Newfoundland and Labrador Tourism partnered with CrowdRiff to more quickly source, and get rights to, all of the phenomenal UGC that travellers are sharing on their adventures throughout the province.

The Value They’ve Created with CrowdRiff

Over their first year working with CrowdRiff, Newfoundland and Labrador Tourism have found value far beyond just sourcing UGC. They’ve begun managing all of their visuals in CrowdRiff through galleries broken out into albums. They’ve used the platform to decrease the administrative overhead of sourcing visuals, begun reaching out to micro influencers and brand ambassadors and added CTAs to their photos to help send traffic to their local partners.

Iceberg Finder

Newfoundland touts an impressive tourism draw in the form of Iceberg Alley - the path that icebergs take as they break away from arctic glaciers and float south during the spring melt. Adventurers and photo buffs flock to the island to snap that perfect photo and to experience these ice giants up close.

The brainchild of the tourism team comes in the form of, a website that leverages UGC to track icebergs in real time on an interactive map.

Visual Calls-to-Action

Last season, the team sourced over 400 photos through, which garnered 400,000 interactions and 4,000 clicks on calls-to-action that send prospects to tourism operators across the province. And that’s just one digital property in their broad creative marketing footprint.

A visual marketing platform is tailor-made for marketing teams

© 2020 Digital Tourism Think Tank