Labrador takes centre stage in NL tourism spot

The Aboriginal heritage of the 'Big Land' is highlighted in an effort to open up the pristine region to visitors and tie in with Olympic images of Canadian identity, such as the Vancouver Games's inukshuk logo.

Labrador is the star of the latest effort by St. John’s, NL-based Target for Newfoundland and Labrador Tourism.

Launched yesterday, the “Ancient Land” spot was shot in Torngat Mountains National Park. The mountain ranges, polar bears and icebergs of the “Big Land” region serve as a heart-stopping backdrop for the line, “Throughout this land, for thousands of years, it’s been said that everything has a spirit. Not surprisingly, it’s where you might find your own.”

The spot also features an Aboriginal girl, a conscious choice on the part of the local government to highlight the region’s indigenous heritage.

“The focus on Aboriginal peoples is particularly appropriate this year, as the Vancouver 2010 Olympic and Paralympic Winter Games – with the inukshuk as its logo – will also draw attention to this part of our collective Canadian identity,” Patty Pottle, Minister of Aboriginal Affairs, said in a release on the NLT website. “We look forward to sharing this province’s unique Aboriginal heritage with the national and international community, and to being part of the memorable experiences available to visitors to Newfoundland and Labrador.”

“It is particularly timely to launch an advertisement which features Labrador,” said the Honourable John Hickey, Minister of Labrador Affairs, in the same release. “The recent completion of Phase III of the Trans-Labrador Highway offers increased access to Labrador, so it is an excellent time to have increased focus on this part of our province and its tourism potential.”

A two-minute version of “Ancient Land” will run across Canada for a week, followed by one-minute and 30-second executions. The “Find Yourself Here” television campaign has been running since 2006.