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Ads Archive / Radio
TOURIST BOARD: HALF AN HOUR
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Original version
| Download original version (size: 865.9 KB; duration: 00:55) | |
| Released: | June 2007 |
| Advertiser: | NEWFOUNDLAND & LABRADOR TOURISM  |
| Brand name: | TOURIST BOARD |
| Agency: | Pirate Radio & Television |
| Country: | Canada |
| Category: |
Entertainment & leisure
|
| Tags: |
CANADA
|
Credits:
Advertising Agency: TARGET, CANADA, CANADA
Creative Director: Tom Murphy
Scriptwriter: Jim Francis/erri Roberts/Jenny Smith
Script in English
FVO: Yeah okay. Why anybody would come to Newfoundland and Labrador, I mean seriously, you got to wonder.
There it is, perched on the very edge of the world, the crust of the continent, if you will. I mean, if it were a piece of bread it’d be cut off. And probably made into stuffing, good stuffing, but stuffing nonetheless. And half an hour off-kilter with the rest of the world.
Come on now, there’s a spot of bother isn’t it. You got your tourists all fiddling and fumbling having to adjust their watches. And then wandering into the pubs and the clubs and the cafes. All open an extra half an hour. Half an hour more lively conversation with complete strangers. And dancing? Tssk...That’s just an invitation to aches and pains.
And the next thing they know, the sun’s come up. The first sunrise in North America. Bright light, right at the crack of dawn. Oh, the horror of it all.
Yeah, people should really think twice before they come to Newfoundland and Labrador.
Spend a bit of time on it. Maybe half an hour.
Brief Explanation
Typically, tourist destinations highlight their most famous attractions in print and television. But Newfoundland & Labrador is anything but typical. So we went ‘off the beaten track’ in both content and medium to grab the attention of travellers (versus tourists) interested in such an unusual destination.
First, by using radio and secondly, by humorously telling our target market in Toronto about the ‘problems’ of visiting the only place in North America with a distinct time zone that is half an hour off kilter with everyone else. The quirky fact is true to our unique brand personality, and highly differentiating.