Newfoundland and Labrador Tourism

The Welcome Desk

Agency: Target


Working with Target, the province is launching the Welcome Desk, an online video series connected to the 1-800 number on every Tourism ad for more than 15 years.

Can you really call Seamus? Or Maggie? Or Joan? The question has confounded audiences of Newfoundland and Labrador Tourism TV spots for years. In a new online video series, the Welcome Desk, Canada finally gets to put a face to the names at the end of every broadcast TV spot.

The campaign features one :30 launch spot and nine :15 spots where Seamus, Maggie, and Joan answer all sorts of questions about Newfoundland and Labrador from their desks, set up in scenic locations around the province. Their tone is conversational and lighthearted, their answers delightful and witty, to invoke that feeling of familiarity and hospitality known from Newfoundlanders and Labradorians.

“The personal touch at the end of Newfoundland and Labrador Tourism ads is exactly the personality of the brand,” said TJ Arch, Creative Director at Target. “Now, with the help of Maggie, Seamus, and Joan, we can answer pragmatic trip-planning questions in the colourful way you’d expect from this province.”

The personalized call-to-action has been a staple in Newfoundland and Labrador Tourism’s advertising for about two decades, a tactic originally conceived to emphasize one of the brand’s most unique selling points – the people. The intimate sign-off was meant as a nod to the friendly and welcoming nature of the destination.

This professional campaign titled 'The Welcome Desk' was published in Canada in February, 2023. It was created for the brand: Newfoundland and Labrador Tourism, by ad agency: Target. This Film medium campaign is related to the Hospitality, Tourism industry and contains 10 media assets. It was submitted 7 months ago.

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