Spotted! Picture yourself in Newfoundland, anywhere
An FSI in this week's Globe and Mail lets readers envision themselves flying to Newfoundland and Labrador, no matter what their destination.
We here at Media in Canada like nothing better than when the medium matches the message, and so we were tickled to see a co-branded free-standing insert in this Wednesday’s Globe and Mail that cleverly did just so.
The insert was created by Target Marketing in St. John’s, Newfoundland, in partnership with WestJet. The image on the 21×11-inch poster is of an airplane window, through which you can see a rugged coastal landscape. The edges of the airplane window are perforated and small-font copy on the top right-hand corner reads:
‘For best results, cut out prior to departure and place in window.’ The main copy at the bottom of the insert reads: ‘Find yourself in Newfoundland and Labrador. Even on the way to Edmonton.’ The back of the insert offers readers 15% off WestJet flights to Newfoundland.
The FSI is the first of three that will appear in May and June in the Globe and Mail, in which Newfoundland Labrador Tourism is a regular print advertiser, Jenny Smith, creative group head, Target Marketing, tells MiC. It marks the final leg of the ‘Find Yourself’ campaign, which launched in January of this year. The campaign, with both creative and media handled by Target, includes a national buy on conventional and speciality TV that runs until July, print ads in the Globe and Mail, Ottawa Citizen, Calgary Herald, Montreal Gazette and Halifax’s Chronicle-Herald until next week, and online (Globeandmail.com, Theweathernetwork.com, Cbc.ca, Bbc.com, Yahoo.ca, Aircanada.com, Trailpeak.com, Iexplore.com) until July.
Results from the campaign thus far have been promising, Smith shares. The number of non-resident car and air visitors to the province has increased 7.8% over 2009 levels to reach 70,200 visitors and unique visits to Newfoundlandlabrador.com (where the creative drives) are up 15.5% over March 2009, and up 21% over April 2009.