Newfoundland and Labrador Tourism has spring in its step

The province is trying to lure visitors by showcasing its abundance of wildlife. 

By Christopher Lombardo

Newfoundland and Labrador Tourism is admitting that while the province isn’t exactly a weather destination, the spring is the perfect time to see the region’s fauna.

The destination marketing organization’s latest work, “The Weather,” is a collaboration with longtime agency partner, Target. However, its focus on the abundance of wildlife to see in the province, which is part of an effort to drive spring visitation in 2024, belies the title.

“Visitation here peaks in the summer, which is to be expected,” notes Catherine Kelly, president of Target. “But spring is when this place comes to life with icebergs, puffins and whales. It’s an unbelievable experience that we think more Canadians need to be aware of.”

As Kelly tells strategy, spring travelers to Newfoundland and Labrador tend to skew a bit younger than peak summer visitors, with a higher share in the 18-to-44 demo, and nature and wildlife are key travel motivators for visitors to the province.

“The comprehensive effort is driven by national television targeting experiential, affluent and well-educated Canadians (55+), with focus on core geographic markets of Ontario and Alberta,” Kelly says.

The national advertising campaign includes broadcast television, national and regional newspaper, digital, and social elements, comprising a campaign that’s sizable in scale, Kelly says.

“In terms of media tactics, our campaign content is purposely built for timelessness and not trendiness,” Kelly explains. “The brand’s proven media buying approach for television focuses on news and current affairs, live programming, and highly engaging specialty TV that aligns with the interests and passions of our prospective travellers.”

To adapt to new competitive challenges, the broadcast effort is supported digitally via paid social video, pre-roll and connected TV, and that digital channels ensure the campaign connects with lighter viewers and cord-cutters.

Released along with the 60-second TV spot will be 30- and 15-second versions. The campaign will also include an extensive run in print, digital video and social media to encourage travelers to visit ahead of peak season.