Tourism, Culture and Recreation
July 11, 2008

Newfoundland and Labrador Opens Giant Window to Fresh Air in Toronto

A giant work of art has been unfolding above the Gardiner Expressway in Toronto over the last three weeks as part of Newfoundland and Labrador�s Fresh Air campaign which tempts travellers to visit the province.

Today, the completed three-dimensional (3-D), window superboard, featuring actual curtains blowing from a Newfoundland and Labrador fresh sea breeze, officially opens.

Defying standard advertising methods, the stunning Newfoundland and Labrador scenery seen through �the window� was hand-painted by an artist hanging 60 feet above the busy highway.

The campaign conveys the experience of visiting the province by displaying some of Newfoundland and Labrador�s iconic qualities. The open window represents an escape to a place that�s different; free from smog and stifling temperatures − a place filled with fresh air, natural beauty and creativity.

"Newfoundland and Labrador is an ideal location for a change of scenery," said the Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation. "As a department we are excited about this new addition to our campaign. It�s something we�ve never done before, and it�s a really original idea and execution within the Toronto advertising market. The best way to communicate a message to people is to show them, rather than simply tell them. That�s what this superboard is all about."

In addition to the Toronto superboard, the Fresh Air campaign also includes a giant 3-D clothesline superboard in Ottawa; humorous sponsorships of daily air quality and weather reports on local radio stations in Ottawa and Toronto ("today�s air quality advisory is brought to you by Newfoundland and Labrador � where there is no smog"); contest promotions; and, various other advertising and marketing elements.

The superboard can be viewed until mid-August by drivers travelling along the Gardiner Expressway, east of Hanna Avenue, opposite the Canadian National Exhibition grounds.

Budget 2008 provided an additional $1 million for tourism marketing, effectively doubling the budget from $6 million to $12 million since 2004.

To see how the billboard was painted, please visit: //

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Photo #1: The Newfoundland and Labrador Tourism superboard, located above the Gardiner Expressway in Toronto, was hand-painted by artist Cam Mahy. It features a view of traditional quilts on a clothesline from a window which is complete with real curtains.


Media contact:
Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061

2008 07 11                                                          12:10 p.m.

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