Cannes Lions

TOURISM

TARGET CANADA, St John'S / NEWFOUNDLAND & LABRADOR TOURISM / 2009

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Overview

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Overview

Description

A poetic visual evocation of the extraordinary variety and beauty of Gros Morne National Park in Newfoundland & Labrador.

Execution

When is a billboard not a static medium, but a canvas for storytelling? We hired an artist to hand-paint a stunning Newfoundland coastline over three weeks, suspended 60 ft above one of Toronto’s busiest highways. As time passed, commuters began to see the artistic superboard was actually a giant 3-D open window. Not until the last day, when the Newfoundland and Labrador logo was revealed, did they find out exactly where the scene came from. A pair of giant curtains designed to flap in the wind gave the illusion of a breeze blowing through the window, and gave city residents a chance to experience the fresh air of Newfoundland and Labrador. Stop-motion video footage circulated online took the concept and execution to an audience far wider than any typical billboard could hope to reach.

Outcome

Online travel inquiries and visits were up 29.8% (94,408) in June and up 20.9% (89,275) in July from previous years. Thanks to a strategic combination of teasing audience interest, implementing eye-catching creativity, and using smart marketing to virally send our message far and wide, press coverage was through the roof. The Fresh Air Window and viral video made news nationally and internationally, from print, radio and online coverage, to TV. (See accompanying audio video presentation.)

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