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Covid restrictions meant that we weren’t going to be getting any travellers visiting anytime soon. But we still needed to keep the province top of mind for consumers when the borders finally do open up and travel becomes possible again. With this ‘dreamer’ campaign, we wanted to communicate that travellers might not be able to physically go anywhere right now, but they could go absolutely anywhere they wanted inside their own minds. It was an invitation to dream of the future and of the wide open spaces of Newfoundland and Labrador. We were literally asking them to take a mind-hike. Ads ran on print and digital display

Art Director: Jason Hill / Designer: Luisa Bojaca

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