This Canadian Province Bucked Tourism Ad Trends by Celebrating Its People
We’ve seen it time and time again – travel and tourism ads which focus on an endless array of things to see and do when visiting a destination. There’s nothing wrong with that, of course, but admittedly, locations become slightly harder to differentiate after watching montage number four featuring an upbeat soundtrack over shots of food, sunny days and beachside activities. Individual quality being lost in the sea of sameness, if you will.
This is exactly what creative agency Target was hoping to avoid in the latest iteration of its annual campaign for Newfoundland and Labrador Tourism. Seeking to capitalise on research which found that Canadians want more from their travels, it needed to find a way to showcase the province as a place where one can form lifelong memories… all without relying purely on scenic visuals to do the heavy lifting.
As it turns out, this can be very effectively done when choosing to base an ad around the local population – in particular, that of Newfoundland and Labrador. Sure, the 60-second hero spot, ‘The Reason’, features gorgeous visuals ranging from icebergs to oceanside views, but the decision to focus on the residents taps into a critical insight: the people you meet while travelling play as crucial a role in making memories as the destination itself. By placing the friendly nature of Newfoundlanders and Labradorians at the fore, it all comes together in a visually-striking tribute to the beauty of the region, and the moments one can experience when visiting.
To learn more about how this came to life, and gain some behind the scenes insights into what makes Target’s home province special, LBB’s Jordan Won Neufeldt sat down with creative director, TJ Arch, for a chat.
LBB> This year’s campaign is the continuation of a long relationship between Target and Newfoundland and Labrador Tourism. As such, what was the brief, and what immediate ideas came to mind?
TJ> Precisely because of this long relationship, the process doesn’t quite look like the traditional agency brief from a client. Instead, we work together from day one and establish a plan for the new year. We look at data, research and the work from the past few years, and start to identify opportunities for something fresh. We like to think of it as adding a chapter to our brand story.
This year, we realised pretty quickly that it had been too long since we’d really leaned into talking about the people of the province. And then everything flowed from that.
LBB> Tell us more about this! What made bucking the trends of travel advertising and focusing on the people the right approach for this year’s edition?
TJ> While not everyone visits because of the people, almost everyone leaves talking about them. And, having seen the research and knowing that Canadians want more from their travels, we knew this was something we had to build off of.
Naturally, there’s still a time and place for that sunny, all-inclusive vacation, but we’re the destination for when people want something more memorable. So, we wanted to show prospective travellers what we already know: why this is where you come for a trip that stays with you the rest of your life.
LBB> What did it take to bring this to life, while ensuring an authentic balance was struck between showcasing the people and the scenery within the spot?
TJ> That part was absolutely crucial to get right. It helps that in Newfoundland and Labrador, you’ll find stunning landscapes anywhere you point the camera, but not just celebrating that was, as you observed, our point of differentiation this year.
Truthfully, the writing process looked like sheer chaos. This is a place of fast talkers, quick wits and legendary storytellers, so we take writing for the brand extremely seriously (especially when making jokes). However, I think we struck the balance well. You don’t see many tourism commercials that open on a tight shot of feet running through the grass. But we also found space to show some of the best the province has to offer. A nor’easter blowing in off the Atlantic; the surf pounding the rocks. And then, in the quiet of the morning, combing the beach for the perfect stone to skip back out to sea.
LBB> Who directed the spot, and what made them perfect for the job?
TJ> Something particularly exciting about this year’s campaign was that we shot with a local director, Christian Sparkes. Not only is he Newfoundland-born and raised, but he’s a wildly talented storyteller and artist whose films have been screened at TIFF and Cannes.
While this was the first time he’d directed our broadcast TV spot, Christian has worked with the brand since 2010, filming many digital videos. So, we thought, ‘who better to shoot a spot about the people of Newfoundland and Labrador than a person from Newfoundland and Labrador?’.
Of course, I also have to shout out our DOP, Scott McClellan. He too is renowned in his own right, and is also a Newfoundlander, born and bred.
LBB> Speaking of people, a spot like this is only as strong as its cast. Is everyone you filmed local? And what did it take to bring out strong, real performances?
TJ> Everyone on camera (and as many behind camera as possible) are from Newfoundland and Labrador. Casting isn’t always easy with a smaller pool, but fortunately there’s lots of natural characters in the province. Our ‘hero’ family was a real mother and daughter, which was important in getting a natural, believable performance. Beyond that, Christian created a fun environment for the talent where it felt like play. Ultimately that’s the key to the small moments we’re always looking for.
LBB> Where did you shoot around the province? And how did you ensure you showcased the best array of natural beauty you could?
TJ> While the spot features many locations, in general, there were three main areas: St. John’s, Elliston, and Port Rexton.
Of travellers coming to Newfoundland and Labrador, 80% land in St. John’s, so we wanted to showcase some of the city’s best-known locations like Jellybean Row, Signal Hill, and the Newfoundland National War Memorial. But, while the city is the hub for arrivals, our coastal communities are equally unique and inspiring. Port Rexton and Elliston both offer dreamy landscapes where you walk along cliffs that hang over the ocean. It’s a cinematographer’s (and traveller’s) paradise.
LBB> The array of shots are amazing! Were there any especially tricky sequences to get right?
TJ> The weather in Newfoundland and Labrador is famously temperamental. Yet, one thing we’ve learned through the years is that the land, sea, and sky all seem to love the camera. That’s not to say that we never have to shoot through showers, but it just seems like the wind knows its mark. The colour-filled clouds walk through the frame as if on cue.
Nevertheless, we can’t leave everything to chance. Icebergs, in particular, are seasonal, and can’t be flown in for our shoot schedule. So that hero shot of the iceberg was licensed from a local shooter who captured it at an earlier date.
LBB> The campaign is also supported by strong OOH. What was the design process like?
TJ> We did an extensive photo shoot with two different photographers – one following the video production, and the other veering out for more landscapes. Our design philosophy was to keep things elegant and simple, and always let the photos sing.
LBB> How have you ensured the campaign’s impact across social channels at the same time as all this?
TJ> Broadcast is just one component of this comprehensive national campaign (with the 30-second and two 15-second spots running online across digital and social). However, for social, we’re also taking an always-on approach, with full-funnel messaging appearing throughout the year.
LBB> Overall, what challenges have you faced during this project? How did you overcome them?
TJ> Our biggest challenge is always living up to the standard we have set for ourselves and the brand. Here, we went through endless versions and rewrites, captured an incredible amount of content, and underwent an exhaustive editing process. We’re never done until we know we’re evoking feelings from the viewer.
LBB> Since launch, how have people responded?
TJ> We’re just a few days in, but the reaction has been nothing but positive. While it’s standard advice these days to never read internet comments, we buck that trend too; I often remind everyone at the agency to go see how people are reacting on YouTube, Facebook and Instagram. So, we know the spot has already made people emotional, and it’s wonderful to see how quick they are to share the love online.
Although the most important reaction we get is when our target audience says the ad makes them want to get on a plane, it’s also heartening to see all the comments from Newfoundlanders and Labradorians who express the sense of pride they feel when they watch and share.
LBB> Finally, as locals, is there anything you’d like to tell us about your province?
TJ> I’m a ‘Come from Away’, actually. I moved here from Toronto three-and-a-half years ago to work on this brand. But what I’d say is that everything you’ve heard about Newfoundland and Labrador is true. Come see for yourself.
