NEWFOUNDLAND & LABRADOR TOURISM - ‘STORYTELLING’ INTEGRATED CAMPAIGN 2018/20
Newfoundland is abundant with stories both great and small. And storytelling is an integral part of life in the province. Which is why the stories of Newfoundland & Labrador became the basis of the 2018/20 marketing platform. It allowed us a really broad platform from where we could talk about absolutely anything we felt the consumer might be responsive to, interested in or surprised by.
TELEVISION
Our TV ads are delivered in a very simple format, but one that really stands out amongst the busy, fast moving clutter of a regular ad break. These 90 seconds ads are purposely designed to be like taking a big deep breath - an experience which is reflective of being on the ground in Newfoundland. The VO of this particular commercial was written in the style of a traditional recitation told in the province.
NEWSPAPER
These extra large format newspaper ads have for years given us the opportunity to show off the province in all its glory, and talk to our consumer in a place that we know they frequent.
TANGLED TALES EBOOK
Newfoundlanders can sometimes be a little economical with the truth when it comes to storytelling. It’s a loveable quirk and always done in jest. We tapped into this when we created Tangled Tales. A series of short stories that you didn’t quite know were true or not. They were housed in iBooks and our content hub, and pushed out socially and digitally by geo-targeting our consumers in places where they might have a little time on their hands to read the stories.
DIGITAL CONTENT
The storytelling platform allowed us to create long format content which featured a wide variety of subject matter. The stories we shared ranged from indigenous art to local culture and language. In-keeping with Newfoundland custom, we even made a few stories up and shared those too.
STORY EXCHANGE - BOOK BUILDER
The goal with the Story Exchange book builder, was to create new travellers from the stories of previous ones. Over the years we’ve found that our consumer loves to interact with our brand. By giving previous travellers the tools to proudly create and share their Newfoundland story and photos, we generated a group of individuals who would basically act as brand ambassadors - simply by sharing their story via the Story Exchange. And in turn get a whole new group of people excited about a visit to the province.
STORYFEST 2020 - FESTIVAL
As part of the ongoing ‘Storytelling’ strategic platform, with Storyfest we wanted to create an added reason for travellers to want visit Newfoundland & Labrador - aside from the usual reasons people visit. It was going to be a summer long event including all kinds of different story related entertainment - and then of course, Covid appeared and we had to put it all on hold.