Target Unveils the Real Reasons

Newfoundland and Labrador's 2025 campaign

January 20, 2025

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Target Unveils the Real Reasons

Target has been making creative magic since 1980, starting on the historic waterfront in St. John's, Newfoundland—on the oldest street in North America. Fast forward 44+ years, and it's now Canada's longest-running independent agency. With awards like the first-ever Canada's Small Agency of the Year and a spot among the country's top creative agencies, Target continues to lead the way. Today, the agency launched the new Newfoundland and Labrador Tourism 2025 campaign, which looks to appeal to visitors seeking more meaningful travel experiences.


St. Johns, NL – Whale watching, icebergs, coastal hikes – yes, there are plenty of reasons to plan a trip to Newfoundland and Labrador. But this year, the province is focusing on the ones that run deeper than anything on a travel itinerary.

 

“We’ve always positioned Newfoundland and Labrador as a destination for travellers rather than tourists. A trip here is about authentic experiences and genuine connections. We’re a long way from Disneyland.”
Catherine Kelly, President of Target – the brand’s long-time agency partner

 

The campaign launches with a 60-second nationwide TV spot entitled The Reason, which bucks the travel & tourism industry trend of promoting endless things to see and do. Instead, it proposes that the most memorable travel moments are about people.

 


“We saw an opportunity to remind people why they love travelling in the first place. It’s about creating memories that will last a lifetime. That’s always as much about the people as it is about the place. And we just happen to have friendliest, funniest people you’ll ever meet.”
TJ Arch, Creative Director at Target

 

The campaign includes an extensive digital and social campaign, full-page print and targeted out-of-home. The creative keeps people at the forefront along with other appealing differentiators for the traveller seeking something more than off-the-shelf vacation packages: time to reflect, space to breathe, and authentic history and cultural experiences. More campaign elements will launch throughout the year, including a unique and innovative digital experience.

 

Target Newfoundland Labrador Tourism


Target's clients include Newfoundland and Labrador Tourism, Whitecap International Seafoods, Financial Consumer Agency of Canada, Big Brothers Big Sisters of Eastern Newfoundland, St. Bonaventure's College, Communications Security Establishment Canada, Repair OnDemand, East Port Properties, Employment and Social Development Canada, Perchance Theatre, Atkinson Foundation, and Oxygen Capital.

Credits:

Agency Target
Creative Director:
TJ Arch
Associate Creative Directors: Jennifer Szilagyi, Julia Forrester
President: Catherine Kelly
Account Director: Ernie Brake
Senior Account Manager: Allison Daley
Strategic Planner: Noel O’Dea
Agency Producer: Matt Tucker
Media Planner / Buyer: Kelly Reddigan

Production   
Production Company: Asymetric Media Ltd.
Director: Christian Sparkes
Executive Producer: Evan Landry
Executive Producer: Nick Burry
Asymetric Head of Operations: Robert Perry
Line Producer: Matthew Power
Director of Photography: Scott McClellan
2nd Unit DP / Drone Op: Troy Maher
Stills Photographer: Dru Kennedy
Stills Photographer: Alex Buisse

Editorial Company Nimiopere
Editors: Raj Ramnauth, Graham Chisholm, Bryan Reuben
Executive Producer: Jenna Edwards


Colour  and VFX Alter Ego
Senior Colourist: Wade Odlum
Lead VFX Artist: Joel Osis
VFX Artist: Sebastian Boros
Producer: Mariya Guzova
Executive Producer: Hilda Pereira


Sound and Music TA2 Sound + Music
Audio Director: Steve Gadsden
Executive Producer: Christine Leslie
Engineer: Chris Masson

Voice
Voice Talent:
Colin Furlong


Is anyone else looking up flights to St John's? Congratulations, Target, on a beautiful, captivating campaign!

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