Radio was creatively used to target consumers when fresh air (or lack thereof) was top-of-mind. As a direct result of negotiations, programming was altered and in some cases created, to ensure NL’s ‘Fresh Air’ tongue-in-cheek message was immediately adjacent to air quality radio reports during peak commuting times. As support, a 60-second storytelling radio spot was leveraged from the Core NL Tourism campaign to reach a predisposed target with high brand awareness.

Objectives were exceeded with an unprecedented 61% increase in travel inquiries in the month of June (year-over-year comparison). This is directly attributable to the ‘Fresh Air’ campaign as there was no media campaign in June 2006. In addition, consumer feedback is really supportive, and PR coverage is very positive.