Newfoundland and Labrador Tourism Finds Out the Real Reasons for Visiting

Whale watching, icebergs, coastal hikes – yes, there are plenty of reasons to plan a trip to Newfoundland and Labrador. But this year, the province is focusing on the ones that run deeper than anything on a travel itinerary.

“We’ve always positioned Newfoundland and Labrador as a destination for travellers rather than tourists,” said Catherine Kelly, president of Target – the brand’s long-time agency partner. “A trip here is about authentic experiences and genuine connections. We’re a long way from Disneyland.”

The campaign, developed by Target, launches with a 60-second nationwide TV spot entitled The Reason, which bucks the travel and tourism industry trend of promoting endless things to see and do. Instead, it proposes that the most memorable travel moments are about people.

“We saw an opportunity to remind people why they love travelling in the first place,” said TJ Arch, creative director at Target. “It’s about creating memories that will last a lifetime. That’s always as much about the people as it is about the place. And we just happen to have friendliest, funniest people you’ll ever meet.”

Along with TV, the 2025 campaign includes an extensive digital and social campaign, as well as full-page print and targeted out-of-home. Throughout, the creative keeps people at the forefront along with other appealing differentiators for the traveller seeking something more than off-the-shelf vacation packages: time to reflect, space to breathe, and authentic history and cultural experiences. More campaign elements will launch throughout the year, including a unique and innovative digital experience.