Newfoundland and Labrador Tourism has a simple solution for those worried about whether or not they are making an authentically Canadian purchase: Travel to place where it’s nearly impossible not to.

The provincial travel authority’s latest campaign, another collaboration with St. John’s indie agency Target, builds on the foundation laid in “The Reason,” a promotional video that premiered earlier this year in which the region’s people, rather than its jaw-dropping landscape, were given top billing.

Now, with “Silver Linings,” NL Tourism is highlighting the businesses built by those people and how they’ve become foundational aspects of the province and, by extension, the country. Whether it’s Clarey’s whale-watching tours, Jeannie’s bed and breakfast or Mona’s general store, the new hero spot positions the province as an archetypically Canadian destination that can provide comfort and buy-local piece of mind during a time of economic and political upheaval.

“One of the strengths of this tariff response campaign is that it dovetails so nicely with our broader 2025 campaign,” TJ Arch, Target’s creative director, tells strategy. “The past work helped us find our way. The focus on people gave us something unique to say amongst the tourism industry about the trade and tariff situation, but our broader campaign proves that it’s a great, relevant message regardless. If geopolitics went back to normal tomorrow, the core message behind ‘Silver Linings’ is still applicable.”

The concept that buying Canadian is a near inevitably in Newfoundland and Labrador was bolstered for the campaign by the fact that 80% of tourism-related businesses in the province are small and independently owned.

And with many Canadians now turning toward planning their summer getaways, Arch says striking while the patriotic mood is hot was an important factor for the coming season’s success – especially given the current state of trade-policy flux between Canada and the U.S.

But while “Silver Linings” may arrive during a period of Canadian animosity toward the U.S., Arch says there is a fine line between stirring Canadian pride and estranging the Americans who represent a significant portion of travel to the province. The region has a long history of co-operation with the U.S., Arch says, and has often provided support to its people, including in cases such as Sept. 11, 2001, when Gander, N.L., welcomed planes diverted from the U.S. after the terrorist attacks on New York and Washington.

“It was absolutely imperative that our message was pro-Canadian, not anti-American,” Arch says. “It would be foolish to alienate that market. But beyond that, Newfoundland and Labrador has always been closely connected to our southern neighbours. … Canadians are furious at the politicians down south. But the American people are still our friends.”

The campaign launched on Monday and includes 60-, 30- and 15-second digital-video spots and will be supplemented by social media and a full-page spread in The Globe & Mail.