A fun new interactive campaign from St. John’s-based Newfoundland & Labrador Tourism invites users to try to catch a slippery virtual fish. Each time the fish is ‘hooked,’ information about the province’s hunting and fishing offerings pops up.

A similar execution to promote hunting lets users shoot a speedy caribou. When the target is hit, this cheeky tag appears: ‘It’s just you and 450,000 caribou. That’s great, unless you’re a caribou.’

The expanding banner ads target hunters and fishers in Canada and the Northeast US, and are running on sites like Fishingclub.com and Huntingclub.com.

Users are interacting with the expanding ads 200% more than they did with last year’s static banner ad campaign for Newfoundland & Labrador Tourism.

You can catch your prey here: http://eyereturn.com/erd/newfoundland/Hunting_360/ and here: http://eyereturn.com/erd/newfoundland/Fishing_600/.