Target shares the real reason to visit Newfoundland and Labrador [Video]

The province’s 2025 tourism campaign uses human connections to appeal to visitors seeking more meaningful travel experiences.

by Emma Johnston-Wheeler | January 20 2025

Who: Newfoundland and Labrador Tourism with Target for creative, strategy and media; Nimiopere and Alter Ego for post-production; TA2 Sound + Music for audio.

What: “The Reason,” the 2025 iteration of the province’s annual tourism campaign, which focuses on kind and welcoming residents as contributors to great travel experiences rather than the more stereotypical attractions of travel like scenery and activities.

When & Where: The national campaign launched Jan. 20 with a 60-sec TV spot, as well as digital, social campaign, print and targeted OOH.

Why:Newfoundland and Labrador is famous for its beautiful scenery, and has long featured stunning vistas and striking landscapes in its tourism marketing. But to differentiate from previous campaigns and stand out from competing tourism brands that promote beautiful scenery, Newfoundland and Labrador Tourism decided to highlight impactful human connections …