Who: Newfoundland and Labrador Tourism, Target Marketing & Communications
What: A print-led campaign, “Storytelling,” comprised of a series of 15 full-page ads.
When & and where: The four-month campaign coincides with peak travel season. The ads are running on the back page of travel sections in The Globe and Mail and other key dailies, supported by TV, digital and social.
Why: The ads showcase the province’s natural beauty, but are also intended to change consumer perceptions about travel costs. The ads feature region-specific prices for Air Canada flights to Newfoundland, with the goal of driving bookings.
How: As with the broader campaign, “Find Yourself,” the ads are intended to attract travellers, not tourists. They exhibit the sense of humour, as well as the history and authenticity that visitors to the province will encounter. One ad showing St. John’s Jellybean Row of colourful houses, is accompanied by the line “When you’re this old, you get to wear whatever you like.” Another ad showing a man transporting a group of sheep by boat, reads “Around here, people like to get to know their sweaters before they knit them.”
And we quote: “This place is bursting at the seams with creativity and authentic cultural experiences, in contrast to the ‘manufactured’ experiences and conformity of many destination.” —Noel O’Dea, director of strategic and creative planning, Target.