A part of the “Find Yourself” campaign, the new ad titled “Crayons” features footage captured in Brigus, Cavendish, Hant's Harbour, New Perlican, Old Perlican, Red Head Cove and Salmon Cove, as well as many other communities from across the province.
The ad premiered this morning in at The Rooms in St. John’s, where the provincial government also shared details about a new itinerary planning tool potential tourists can use at NewfoundlandLabrador.com.
“Newfoundland and Labrador tourism’s advertising campaign is one of the most recognizable and successful advertising campaigns in the country,” Tourism Minister Christopher Mitchelmore said in a news release. “By showcasing our colourful place names, houses, landscapes and nature, we believe our new campaign will increase non-resident visitation, resulting in new revenues and economic growth throughout our province.”
The new ad will begin airing on television starting Monday for the next 15 weeks. It will also appear on Air Canada’s in-flight entertainment systems from now to April.
This year, government will also conduct research on the experience visitors have through a non-resident survey that will be conducted at airports and ferry terminals, including Marine Atlantic’s terminal in Argentia.
Award-winning St. John’s marketing firm Target Marketing is once again responsible for developing the provincial tourism advertising campaign.
This story was edited since initial publication to add further details about filming locations.