Jimmy Kimmel Live!'s Dildo stunt was worth nearly $12 million in free advertising

CBC News

"That's quite significant when we have just under a $13 million provincial marketing budget," says Newfoundland tourism minister Christopher Mitchelmore. "The value of being able to get such exposure in such a short time period is absolutely tremendous. There are over 20,000 people that are working in the tourism industry, 2,800 businesses and … they're all very happy." Kimmel spent weeks talking about Dildo on his late-night show, even spending money around town on a fake campaign for mayor. "There are over 20,000 people that are working in the tourism industry, 2,800 businesses and … they're all very happy," says Mitchelmore.