Newfoundland and Labrador. It’s home to unlikely place names. The sun doesn’t shine two hundred and ten days of the year. And it’s really not an easy place to get to. So you would think that is would not be very enticing tourism product. In fact, the exact opposite is true. The lack of theme parks, crowds, and packaged touristy glitz is exactly what makes Newfoundland and Labrador such an amazing place to visit. Really making the province attractive meant showing the great, unvarnished joys of the place and loving that precise lack of gloss. There are no accidental tourists to Newfoundland and Labrador - you have to want to go. And in the first year this campaign ran, we got people to go - tourism rose for the first time in a decade.

Awards - Gold ICE, ADCC, Gold Cassie, Applied Arts