To open a window into the province’s unique way of life, Newfoundland & Labrador Tourism worked with its long-time agency partner, Target Marketing & Communications, to develop and release the ‘Newfoundland & Labrador MindSet’ – a collection of mindfulness cards that invite Canadians to spend a moment in Newfoundland & Labrador.

Newfoundland & Labrador has long been known for its unique way of life, with a culture steeped in history, tradition, and making the most of every moment as it comes. Like the waves that crash on the distinctive coastline, its people have learned to take their lessons from the wind and the tide: life comes with a rhythm that will speak to you – if you take the time to listen. Newfoundland & Labrador Tourism and Target want to bring this mindset to the rest of Canada.

“Too many tourism campaigns focus only on activities and itineraries,” said TJ Arch, Creative Director at Target. “In Newfoundland and Labrador, there’s tons of things to do – but we recognize that a vacation is also a great time to slow down and take a deep breath.”

This collection of 42 cards is comprised of two categories: Inspire and Imagine. Inspire cards offer a few words of wisdom from around the province for people to contemplate, while Imagine cards make it easy for them to picture themselves exploring the sights and sounds of Newfoundland & Labrador.

This professional campaign titled 'MindSet' was published in Canada in March, 2023. It was created for the brand: Newfoundland and Labrador Tourism, by ad agency: Target. This Experiential and Print media campaign is related to the Recreation, Leisure and Travel and Tourism industries and contains 4 media assets. It was submitted about 1 year ago.


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