Mistaken Point, located on the eastern edge of Newfoundland, is home to 565-million-year-old fossils trapped in volcanic ash - some of the earliest evidence of life on the planet.It’s a destination full of intrigue and wonder, where you can walk on strange and ancient rocks that house some of the oldest fossils on earth. And you certainly don’t have to be a geologist to feel profoundly affected by the experience.

Because here in Newfoundland and Labrador, in this mysterious, rugged place where a 565-million-year-old story unfolds, is where you might also discover your own.The visual story follows a young boy on a journey across the landscape. It takes him across a variety of stunning topography, which will help the audience experience the unique and unexpected landscape of Newfoundland and Labrador.

The poetic film is a metaphor for all the magical and mysterious experiences a visitor to Newfoundland and Labrador might encounter. And it serves as an invitation for travellers to ‘come home’ to Newfoundland and Labrador for a visit.

In celebration of Newfoundland’s unique half hour time zone, Newfoundland and Labrador Tourism (NLT) paired with WestJet to launch 48 Half Hours - a slightly off-kilter travel contest held entirely on Facebook. In just 48 half hours (24 hours), entrants were given 48 chances to win a free round-trip flight to NL - one every half hour.

A custom contest platform kept the entry and share process simple. And a robust engagement console allowed NLT to monitor chatter, respond to posts, and announce winners in real time - evolving the contest from ‘just another giveaway’ into an active, engaged online community.

Building on the momentum of a few teaser posts and tweets prior to launch, 48 Half Hours achieved the following:- 900,000 entries (that’s 620 per minute).- Doubled NLT ‘likes’ (‘likes’ was not a mandatory requirement) (+13,000); WestJet Likes increased 12% (+7,200).- NLT Twitter followers increased 14% (+350).- 84,000 page visits (30% from primary market of Ontario).- 26% open rate and a 48% click-thru rate (3x industry) of contest eNews - generating 12,000 visits.- Social and mainstream media buzz across Canada.What a difference a day makes. Or in this case, 48 half hours.