Newfoundland and Labrador Tourism is giving Torontonians a breath of fresh air with the latest billboard from the province’s “Fresh Air” campaign.
The three-dimensional superboard, takes on the look of a window overlooking a seascape, with actual curtains that blow in the breeze. Artist Cam Mahy spent three weeks hand-painting the board which is situated just off the Gardiner Expressway, one of the city’s busiest highways.
“We just wanted to bring the experience of fresh air to Toronto so we wanted something that would demonstrate that,” said Jenny Smith, senior writer at Target Marketing and Communications, the agency responsible for the campaign. “We thought a window was a really nice way to demonstrate that.”
The painting reinforces the creativity that’s “so inherent here,” she added.
“Newfoundland and Labrador is an ideal location for a change of scenery,” the Clyde Jackman, Minister of Tourism, Culture and Recreation said in a release. “The best way to communicate a message to people is to show them, rather than simply tell them. That’s what this superboard is all about.”
In addition to the Toronto superboard, which will be up until August, the “Fresh Air” campaign includes a giant 3-D clothesline superboard in Ottawa (a similar execution ran in Toronto last year), as well as sponsorships of local radio air quality and weather reports in Ottawa and Toronto (“Today’s air quality advisory is brought to you by Newfoundland and Labrador—where there is no smog”), contest promotions, and other advertising and marketing elements.
