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: //www.newfoundlandlabrador.com/About/BreathingRoom/FreshAir.aspx
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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.
2008 07 11 12:10 p.m.
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