The St. John’s agency has held the business since 2005, and created the enduring “Our Song” platform.
by David Brown October 09 2025
St. John’s agency Target has retained the Newfoundland and Labrador Tourism business after a competitive review with four other agencies. The win signals a continuation of one of the most successful Canadian tourism marketing partnerships ever. Target has held the account since 2005, and this marks the fourth time it has defended the business—which is worth about $10 million a year, according to the agency.
For nearly two decades, the “Find Yourself” platform created by Target has been fundamentally grounded in romantic scenes and scenery from across one of Canada’s most picturesque regions. But the agency has consistently found new ways to infuse the creative with the province’s trademark humour and warmth to keep the campaign fresh year after year.
Last year, for example, Target won raves for “Our Song”—an ad that went from idea to online in less than 24 hours in response to a controversial Super Bowl spot that seemed to ridicule the province (see below).
NL Tourism Minister Fred Hutton recently told the CBC that the tourism industry provides Newfoundland and Labrador with $1.4 billion in revenue each year, and visitors in 2025 were up 4% from 2024. “I can’t overstate how important the tourism industry is to Newfoundland and Labrador’s economy,” he said.
Retaining the account is a particular point of pride for the 45-year-old agency founded by Noel O’Dea, who was inducted into the Marketing Hall of Legends in 2023.
“We’re very proud of the highly impactful work we’ve done for Newfoundland & Labrador since 2005,” said Target president Catherine Kelly in a release. “We’ve helped build one of the most successful tourism brands in the country, sharing Newfoundland & Labrador’s unique story with the world and inspiring travellers to come here, stay longer, and spend more.”
Target defended the account against St. John’s neighbours Ray Agency, Fredericton-based Porter O’Brien, Montreal agency Agence Hopscotch Canada Ltée, and Halifax-based WeUsThem Inc. The contract is renewable for up to five years.
