Newfoundland and Labrador is giving tourists another chance to get to know exactly what’s so special about the region, but this time, they’re going deeper than just the tip of the iceberg.
Riding on the success of its first iteration, “The Welcome Desk,” Target is following up the popular series with new long-form digital videos that give visitors a closer look at puffins, whales and
icebergs, courtesy of information provided by familiar faces that viewers will recognize from the original series of ad spots.
“The Welcome Desk: A Closer Look” features the personality and charm that visitors have come to associate with the province, but the videos now showcase locals providing fun facts and first-person perspectives on Newfoundland and Labrador’s main attractions to entice visitors even further.
Target creative director TJ Arch says that following up on the original “Welcome Desk” series was a no-brainer after its success. Arch says that people loved the campaign’s wit and charm and actively engaged with the campaign.
“And the numbers backed it up,” he says. “During the campaign period, ‘The Welcome Desk’ website created more than 31,000 referrals, leading to more than 2,055 hours of trip planning activity online. Most importantly, the province saw a 13% increase in non-resident visitation in 2023, and spending was up 12%, eclipsing pre-pandemic numbers for the first time. ‘The Welcome Desk’ was a big part of that success.”
In its latest form, the series does have slightly different goals than the original campaign.
“For many tourism destinations, including NL, visitation peaks during July and August. The goal in 2024 is to grow the visitor economy by increasing travel during spring,” says Arch. “’The Welcome Desk’ is all about friendly Newfoundlanders and Labradorians using their wit and wisdom to make trip planning fun. This year, we go deeper, and lower in the funnel, with new online content that cements the province as the premier destination for whale watching, birding, and – really the only place for – iceberg hunting. All of which can be experienced in the spring.”
Launched on March 6, “The Welcome Desk: A Closer Look” is part of Newfoundland and Labrador’s spring visitation campaign, which also includes the TV ad “The Weather,” newspaper print ads, social media and digital advertising, and is targeted to experiential, affluent and well-educated Canadians who are 55 years old and up, with a focus on the core geographic markets of Ontario and Alberta.
“Spring travellers to NL skew a bit younger than peak summer visitors. Nature and wildlife are key motivators, with icebergs, whales and puffins topping their bucket lists,” Arch adds.
