Newfoundland and Labrador Tourism is offering up sweeping panoramas as it enters the second year of its “Leave No Song Unsung” campaign.

“Run Wild” is a new TV spot created by Target, which combines digital and film from the archives to invite visitors to the province, spotlighting UNESCO World Heritage Site, Gros Morne National Park to entice visitors.

The new 00:60 video features digital footage shot as recently as the summer of 2022, as well as 35mm film from as far back as 2008, capturing fjords and rugged vistas.

TJ Arch, CD at Target, tells strategy, “Leave No Sung Unsung” is again an articulation of “carpe diem.” And that means it specifically wanted to address that while the brand has done a successful job over the decades getting the province on people’s radar as a destination spot, there needed to be a sense of urgency to have potential visitors finally pull the trigger.

According to Arch, there’s also an emotional urgency it wanted to capture too, as Canadians emerge from the pandemic.

People realize that if you keep putting things off, you may not get around to it. “Maybe it’s time to get it off your bucket list, and just do it,” Arch says, paraphrasing the coda voiceover, by actress Leah Pinsent.

Last year, Newfoundland and Labrador Tourism hiked its spend to entice older, higher net worth individuals.

Empty nesters and childless couples continue to be a bullseye for the organization. While it’s a national campaign, its target is over-indexed towards Ontarians. “It’s definitely a national campaign, we just put an emphasis on key markets…like the Golden Horseshoe,” Arch says. It is also seeing demand from its fellow east coast provinces.

Along with TV, the campaign media includes an extensive run in print, digital video and social.

Print is launching the first week of February, with full colour Globe & Mail ads to capture the province’s beauty.

According to Arch, it’s a branding differentiator. “How many brands are doing big, beautiful print ads anymore?”

He says this speaks to how Newfoundland and Labrador does things a little differently. He jokes that while a lot of tourism work in market is all about doing as much as possible at a given destination, Newfoundland and Labrador isn’t shy about “doing less.”

The marketing, Arch explains, eschews the 00:06 spot, as “it’s not a six-second place,” but one that frequently uses 00:60 and 00:90 advertising to have enough time to capture the pace and sense of place.

The campaign is being supported by School Editing, Alter Ego for post-production, and music by TA2 Sound.