Newfoundland and Labrador Tourism has added to its ongoing “Find Yourself” advertising campaign with today’s launch of two new television spots.
One of the commercials, entitled “Half Hour,” uses the fact that the province’s time zone is 30 minutes ahead of anywhere else in Canada as a creative springboard. It features slow-motion shots of people engaging in recreational activities, an abundance of coastal scenery and the voiceover, “When you’re always a half-hour ahead, you never feel the need to catch up.”
The second spot, called “500 Years,” focuses on the city of St. John’s, with images that showcase historical buildings, more modern facilities and its surrounding natural landscape. It concludes with the voiceover, “A place that’s been captured by the Dutch, the French and the English is no stranger to holding people captive.”
The spots were created by St. John’s agency Target.
Terry French, Minister of Tourism, Culture and Recreation for Newfoundland and Labrador, said the new work stays true to the strategy the province has employed since the debut of the “Find Yourself” campaign.
“We’ve kept it to three pillars–our people, our culture and… our natural beauty here in the province,” said French.
French added that, in the case of “500 years,” the province wanted to highlight the modernity of St. John’s as well as its historical and environmental charms.
“Although we have a beautiful place in terms of the natural environment, we want to show people this time around how vibrant we are and how much we have to offer as a city.”
Tom Murphy, creative director at Target, believes the spots and the campaign as a whole create a sense of intrigue about the province.
“It’s that curiosity that we’re trying to tap into with our audience,” said Murphy. “We want consumers to be intrigued and to keep thinking, ‘I didn’t know that.’”
According to French, the “Find Yourself” campaign has helped to spur consistent growth in the Newfoundland and Labrador Tourism industry, including a 7.2% increase in visitors in 2010.
The campaign has earned recognition at numerous awards shows, including Marketing, Canadian Marketing Association, Ice Awards and Cannes Craft honours.
The province’s latest national advertising campaign also includes print and online creative, which launches in February.
