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Newfoundland and Labrador Tourism is again using the Atlantic province’s unique landscape and culture for its latest campaign from St. John’s agency Target.
“Ancient Land” was shot on location in Labrador’s Torngat Mountains National Park. It features a young Aboriginal girl and her grandfather exploring rocky terrain and coastal areas.
“Throughout this land, for thousands of years, it’s been said that everything has a spirit,” the voiceover says as the pair approach an inukshuk. “Not surprisingly, it’s where you might find your own.”
A two-minute version of the ad is running nationally on network and specialty stations all week, with 30- and 60-second versions in national slots thereafter. An accompanying print campaign will also launch soon.
A backgrounder provided by Target describes the main audience for the ad as “experienced, adventurous travellers” who seek “unusual experiences off the beaten track.”
Terry French, minister of tourism, culture and recreation, told Marketing yesterday that because his province’s landscape doesn’t attract resort seekers, neither should its ads.
“We don’t have any major theme parks,” French said. “We have our heritage, our land and our people. That’s what we’re promoting.”
This is the provincial ministry’s 10th national television ad in the four-year campaign, but the first shot in Labrador. It is also the first to focus on aboriginal culture.
“The focus on Aboriginal peoples is particularly appropriate this year, as the Vancouver 2010 Olympic and Paralympic Winter Games–with the inukshuk as its logo–will also draw attention to this part of our collective Canadian identity,” said Patty Pottle, the province’s minister of aboriginal affairs. “We look forward to sharing this province’s unique Aboriginal heritage with the national and international community, and to being part of the memorable experiences available to visitors to Newfoundland and Labrador.”
Production for the spot was handled by Toronto’s Avion Films, and Target handled the media buy.
