NEWFOUNDLAND & LABRADOR TOURISM - STAY HOME YEAR

Our client needed to salvage something from a miserable year as the result of Covid travel restrictions. The only way to generate income from tourism dollars was to talk to the people who already lived in the province. That’s what we did with Stay Home Year. The words ‘Stay Home Year’ sound quite expected for a Covid tourism campaign, but in Newfoundland they have a far more interesting meaning which we capitalized on. Every year since 1966, Newfoundlanders have celebrated ‘Come Home Year’ - where expats come home for summer festivities. We flipped this well known phrase on hits head and gave it new meaning for a resident tourism campaign during Covid. The locals instantly made the connection and warmed to the campaign.