The province’s 2025 tourism campaign uses human connections to appeal to visitors seeking more meaningful travel experiences.
by Emma Johnston-Wheeler | January 20 2025
Who: Newfoundland and Labrador Tourism with Target for creative, strategy and media; Nimiopere and Alter Ego for post-production; TA2 Sound + Music for audio.
What: “The Reason,” the 2025 iteration of the province’s annual tourism campaign, which focuses on kind and welcoming residents as contributors to great travel experiences rather than the more stereotypical attractions of travel like scenery and activities.
When & Where: The national campaign launched Jan. 20 with a 60-sec TV spot, as well as digital, social campaign, print and targeted OOH.
Why: Newfoundland and Labrador is famous for its beautiful scenery, and has long featured stunning vistas and striking landscapes in its tourism marketing. But to differentiate from previous campaigns and stand out from competing tourism brands that promote beautiful scenery, Newfoundland and Labrador Tourism decided to highlight impactful human connections and moments that are unique to the province.
“We saw an opportunity to remind people why they love travelling in the first place,” said TJ Arch, creative director at Target, in a release. “It’s about creating memories that will last a lifetime. That’s always as much about the people as it is about the place. And we just happen to have friendliest, funniest people you’ll ever meet.”
Internal data showed that travellers visiting the province are looking for authentic experiences, cultural engagement and human connection. “But even more compelling…If you ask someone about their trip to Newfoundland and Labrador, the first thing they talk about isn’t the whales, the icebergs or even the stunning scenery,” Arch told Campaign. “The first thing they talk about is the people.”
How: The creative puts people in the foreground, while retaining some of the familiar visuals and experiences of NFL tourism in the background, like slow days, ocean side air, and authentic historical and cultural experiences.
The 60-sec video spot opens with visuals of some of the slow dreamy qualities of the province featured in previous advertising. But a narrator explains “It’s not the salt in the air, or days that unfold at their own pace,” without revealing what “it” is referring to. “Nope, it’s Harold,” he says, as a man emerges from a cliff-side shack carrying a container of vegetables, “or the time you got invited in for tea,” as an older woman chatting with a young guest over scones.
The rest of the spot hones in on human exchanges like musical jams, and windowsill chats, as he asks “What is it about a place that stays with you?” and answers his own question, “Truth is, it’s never ‘what’ at all.”
“People and culture has always been an important brand pillar. But it has been a while since that has been a point of emphasis for the campaign, so it was time for it to come to the forefront again,” said Arch.
Supporting assets feature colourful photos of people enjoying their time in the province with playful headlines that celebrate human sentiments, like “Even grown-ups need a hiding place from time to time,” as two men walk chest-deep through a valley of tall greenery.
And we quote: “We’ve always positioned Newfoundland and Labrador as a destination for travellers rather than tourists. A trip here is about authentic experiences and genuine connections. We’re a long way from Disneyland.”–Catherine Kelly, president of Target.