Explore NB is targeting Ontario and Quebec residents by showcasing natural beauty and taking an immersive approach to boosting the province’s tourism fortunes.
New Brunswick historically emphasized its kind and welcoming people, says Shawn King, executive creative director with agency partner National Atlantic, which has been working with the brand for about five years. “This year, we’ve shifted to focus on their nature, putting a spotlight on the beautiful, diverse and rugged landscape that is truly unlike any other Atlantic Province.”
The work includes traditional-video creative, but also ambitious out-of-home takeovers and highly targeted online experiences tailored to traveller interests.
In April, Montreal will get a taste of Acadian joie-de-vivre via an interactive transit shelter topped with a lighthouse replica and an Imaginature Event – a free “enchanting sensory journey” into the heart of New Brunswick – hosted at Oasis Immersion. From the Bay of Fundy to the Acadian Peninsula, attendees will be guided through rooms of digital projections and tactile detail.
And in May, hundreds of printed and digital placements will go up in Toronto’s downtown to supplement a custom-built viewfinder streaming real-time video from Parlee Beach, one of the warmest saltwater swimming destinations in Canada.
According to King, the “Get a Sense of New Brunswick” campaign is a chance for potential visitors to sample the sensory experience that the coast of New Brunswick has to offer.
“These types of experiences give you a feeling and a sample of the experience that’s harder to achieve through traditional methods. When appropriate it can be a strong way to connect an experience to a place.”
The campaign also includes Explora, a new AI-powered chatbot from GuideGeek, which helps create tailored travel experiences for planners seeking custom itineraries or information about their next trip.
“Like most, the evolution of AI has us constantly exploring how we can find useful ways to integrate it,” King says. “In this case, we saw an opportunity to customize the visitor experience online and learn from the interactions, something the client was excited to try.”
The campaign is targeted toward residents of Ontario and Quebec, two of the New Brunswick tourism sector’s largest markets. King says that, with budget considerations, it’s important to pick your battles.
“We know that Quebecers in particular have a special relationship with NB, given the shared border and New Brunswick’s strong Acadian culture and bilingual communities,” he says.
Though the campaign work precedes Donald Trump’s tariff impositions, King says there’s no question that geopolitical turmoil has affected the visitor mindset and played into a lot of creative choices.
According to King, as Canadians look for alternatives to stateside travel, New Brunswick is well-positioned to offer an attractive Maritime experience because of its rugged beauty.
The campaign was created by National Public Relations, Time & Space and Explore NB.
Government numbers show the Explore NB program contributed more than $2 billion to the economy during the 2023-24 season and a 21% increase in on-resident tourist spending since 2022.
