Who: Newfoundland & Labrador Tourism, with Target Marketing & Communications for strategy and creative;

What: “Newfoundland & Labrador MindSet,” a new line of “mindfulness cards” that showcase the province’s laid-back attitude and natural beauty, designed to put people into the mindset of Newfoundlanders and Labradorians. It’s the latest chapter in the travel marketing organization’s ongoing campaign to usher in the 2023 tourist season.

When & Where: The card sets are being distributed at shows, while 21 sets are also being made available through a contest at NLMindSet.ca

Why: The card set is reflective of the mindfulness trend that has become so popular in recent years, with practices and values embodying the province and its people, said Gillian Marx, who heads up media for Newfoundland & Labrador Tourism.

The MindSet provides a fresh new way for consumers to engage with the brand, by giving people a chance to slow down and imagine themselves here, she said.

How: The collection of 42 cards is comprised of two categories: Inspire and Imagine. Inspire cards offer a few words of wisdom from around the province for people to contemplate, such as “Take no day for granted and leave no song unsung,” and “Straight paths make for dull stories.” The Imagine cards show some of the province’s sights, such as the Torngat Mountains and the UNESCO World Heritage Site Mistaken Point.

Based on the belief that it takes 21 days to form a habit, the campaign is asking Canadians to draw one of each card over the next three weeks to let the Newfoundland & Labrador MindSet flow into their every day.

And we quote: “Too many tourism campaigns focus only on activities and itineraries. In Newfoundland and Labrador, there’s tons of things to do—but we recognize that a vacation is also a great time to slow down and take a deep breath.” — said TJ Arch, creative director, Target.