The Cruise Association of Newfoundland and Labrador (Cruise NL) is introducing a new brand identity "Cruise the Edge of North America."

Said the re-elected chairman of the association, Dennis O’Keefe said, "We are on the edge of it all. Cruise the edge communicates these strong emotions through powerful imagery that speaks to both the ruggedness and uniqueness of Newfoundland and Labrador."

On the 2010 schedule are 27 ships, making 176 port calls throughout the province bringing 84,000 passengers and crew. The healthy 55 percent increase in traffic estimated for 2010 reaffirms the success of the cruise industry in the province and the confidence expressed by cruise line executives in the provincial experience, according to O’Keefe. Newfoundland and Labrador will also receive eight inaugural calls with three new circumnavigations during the upcoming season.

During recent sales calls in the U.S., O’Keefe said that cruise executives ranked the province among top destinations in the world with its culture, heritage and dock-side receptions exceeding expectations.

O’Keefe was re-elected to his third, one year term as chair, Randy Letto of Destination Labrador was re-elected as vice-chair, Nora Fever, Corner Brook Port Corp is the new secretary/treasurer and Stelman Flynn of Labrador remains as past president. The directors of the board are newly elected Betty Fitzgerald of the Town of Bonavista, and returning directors are Paul Aitken, Charlotte Jewczyk, Scott Andres, Paul Aitken, Bob McCarthy, Jeannette Yetman, Kristy Sheppard, Laura Walbourne, Pascal Daireaux and Shannon Pinsent.

The board welcomed Lisa Neville as the new executive director of the Association.