Newfoundland and Labrador begins Fresh Air campaign in Ontario
By Adnews Staff
The Newfoundland and Labrador Department of Tourism, Culture and Recreation has begun an out-of-home campaign in Ottawa to launch a new summer initiative called "Fresh Air." The three-dimensional billboard located on the Airport Parkway features a collection of real quilts hanging from a clothesline in front of a view of the province's coastline. The ad uses the headline, "Breathe in. Breathe out." The goal of the campaign is to convey the experience of visiting the province and displaying some of its qualities. The campaign also includes sponsorships of daily weather reports on local radio stations in Ottawa and Toronto. These take the form of weather commentary, such as, "This weather report brought to you by Newfoundland and Labrador, where it's almost never humid." Contests and various other promotions will also be used in the marketing program, which will run until mid-August. "Our Fresh Air campaign is a reminder to Ontarians that the long, hot days of summer are a perfect time to escape humidity and smog by heading to Newfoundland and Labrador," said Clyde Jackman, the provinces Minister of Tourism, Culture and Recreation. "We have an abundance of fresh North Atlantic air, and that, combined with our beautiful scenery and creative culture makes for an amazing vacation experience for travellers."