It was created for the brand: Newfoundland and Labrador Tourism, by ad agency: Target. Music is the authentic soundtrack to life in Newfoundland and Labrador, and the backdrop to having a good time, said Catherine Kelly, director of account management at Target. Stay curious. An invitation to the reunion., A Song Called Come Home was the emotive launch video to kickstart Come Home 2022, a year-long invitation to visit (or return home) to Newfoundland and Labrador, said Kelly. Press Enter / Return to begin your search. Copyright 1987-2022 Brunico Communications Ltd. All Rights Reserved. When & Where: This national campaign is running until the end of April. The Globe & Mail is a national partner for several weeks. The latest effort, a national 15-week campaignincluding TV, runs until end of April. No matter where you find yourself, says the voiceover, as visuals switch from whales to prairie fields and the streets of Toronto. Were not necessarily a family destination, Kelly adds. The campaign also spans national and regional newspaper, in-flight ads and a robust digital and social media campaign. They are looking for an antidote to the stress and plastic composition of urban life and modern times, she says. Aside from broadcast, creative is also running online (digital and social) and on in-flight media. Its people who have not had kids yet or are empty nesters, with higher than average household income and education. The RFP process is every five years, andKelly says its competed against significant Toronto agencies to retain the business. And for the expats Newfoundland Tourism is also running a campaign called Come Home 2022, asking expats to come back to the province this year. Canada is its priority geography, and the bulk of visitors are from Ontario. Why: Live music is embedded in the culture of Newfoundland and Labrador, and while the pandemic couldnt take it away, it did make it difficultand sometimes impossibleto enjoy the specific pleasure of live music shared with others. We work just as hard as anyone, but well always make time for a bit of fun., Music is an underlying theme of Leave No Song Unsung, said Kelly. But thematically its a much bigger than that, because its a philosophy for living life. This sentiment about embracing life in the now has universal appeal, and is especially relevant in a pandemic reality, she said. It was sparked by the insight that The world changed, now its your turn.. And while good things come to those that wait, great things come to those that wonder. The campaign is an invitation to visitors to book an adventure to the province now, to experience the place and its people, and their passion for getting the most out of life while celebrating the province they call home. They are looking for an antidote to the stress and plastic composition of urban life and modern times, she says. What: The latest iteration of the long-running Find Yourself marketing campaign, with music and song as its core theme. It was submitted about 1 year ago. We understand your decision to use an ad blocker, however Strategy journalism takes time and funding Subscriptions and advertising are both necessary to fund the journalism we bring to you. Newfoundland and Labrador Tourism is usinga metaphor of leaving no song unsung to convey that locals live life to the fullest something that makes the province an ideal travel destination. Theres still so much to explore when the time is right. No matter how long youve been away, in the quiet moments you can still hear their song, an overture to join the migration. We're keeping your email safe and confidential. (TJ Arch and Darren Clarke share writing credits on this one. Heres the thing, says the voiceover. Save 15% on everything with code 15AOTW. Theres also print in the Globe and Mailand local newspapers in Ottawa, Toronto, Calgary, Hamilton, London and St. Catharines. How has Find yourself evolved: Building a successful tourism brand isnt about doing one great advertising campaign during one moment in time. Target has held Newfoundland and Labrador Tourisms account since 2005. This place has a way of leaving you with more questions than answers. ), But this campaign is also about the provinces culture. She touts Targets successes like doubling the population in visitors (more than 530,000), 2.5 million sessions on the provinces tourism website and a helping drive a $1.14 billion dollar industry. Limited-Time offer. visitors see themselves as sophisticated and experienced travellers, seeking more unusual places and experiences off the beaten track. For thousands of years, from coasts to coves, Newfoundland and Labrador has always called to the inquisitive. The reality is music can take you places, let it carry you to Newfoundland and Labrador.. When it comes to ad spend, Kelly says given tourism is such a critical industry, the government has invested more this year in marketing than it has historically. Target created another musically themed short film called A Song Called Come Home, which was released online and shared organically, with a paid push coming. The music of Newfoundland and Labrador is both differentiating and relevant; the combination of creativity, tradition, and celebration that resounds from our many musicians and artists can be found just about anywhere here., How: The new work retains key ingredients of previous Find Yourself campaigns, with an anchor TV ad, Leave No Song Unsung, combining footage of the provinces majestic landscapes, its quaint towns and villages with narration that feels less like a tourism pitch and more like a love poem to the province. This Film medium campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It launched with the 90-second version of the ad that ran on TV for two weeks in mid-January, and is now running as both a :60 and a :30. The ferries and airlines that bring people to Newfoundland and Labrador have been at their lowest demand levels, but things are perking up and rebounding, and Kelly says theres pent up demand to travel. Its about a relentless, lasting commitment to a brands story and identifying the opportunities that reside in creating the next chapter, said Kelly. And Kelly says as master storytellers over the years, its been able to build momentum with stakeholders. For the province, more than 80% of travellers are domestic, she explains. The latest campaign is intended to be uplifting and authentic, but not ignorant of the reality people are feeling with continued lockdowns. A new voice for a new age of Canadian marketing. key regional newspapers in Ottawa, Hamilton, London, St Catharines and Calgary. Target created this campaign to invite people back to once again share the province and its music. Catherine Kelly, Newfoundland & Labrador Tourism, Target, Target marketing, Mary Browns gets a save from Jordan Romano, Mount Pleasant takes a snapshot of lives well-lived, Sam Adams wants to be wicked approachable, Ardene puts its positive Energy into the world, The Beer Store wants to be more than just a beer store, Favuzzi embraces Italians notoriously picky food gripes, Sobeys sweats the small stuff in a campaign for mental health, Muskrat Magazine tells the real story of Pocahontas. The notion of leaving no song unsung is a powerful metaphor for how Newfoundlanders and Labradorians live life, always to the fullest, said Kelly. With the latest iteration of the Find Yourself campaign,the tourism board is aiming squarely at Canadian travellers, in particular Ontarians, and playing up the concept of living without regrets in a spot thats fuelledby song. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on WhatsApp (Opens in new window), Click to email a link to a friend (Opens in new window). Advertising Agency: Target, St. John's, Canada. The video is an ode to the famous whales that sing their own songs in the North Atlantic, but with a playful double meaning that invites Newfoundlanders and Labradorians to come back for a visit. Receive our free weekly newsletter to learn about the best creative work from all around the globe. This professional campaign titled 'Life Rewards the Curious' was published in Canada in March, 2021. Who: Newfoundland and Labrador Tourism, with Target for strategy, creative and media, Sparks Productions Inc. for production, (directed by Paul Santana), Rooster / Fort York for post-production, and Fortunate Ones for music. Coming out of the pandemic has created a more philosophical outlook on life, says Catherine Kelly, director of account management at Target, Newfoundland and Labrador Tourismslongtime agency partner. Kelly tells strategy thatvisitors see themselves as sophisticated and experienced travellers, seeking more unusual places and experiences off the beaten track. A regional buy kicks in halfway through with Toronto Star andkey regional newspapers in Ottawa, Hamilton, London, St Catharines and Calgary. Don't miss out. Newfoundland and Labrador with music and song as its core theme medium campaign is running until the of. Calgary, Hamilton, London, St Catharines and Calgary this sentiment about embracing life the... 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