Newfoundland and Labrador Opens Giant Window to Fresh Air in Toronto



    ST. JOHN'S, July 14 /CNW/ - A giant work of art has been unfolding above
the Gardiner Expressway in Toronto over the last three weeks as part of
Newfoundland and Labrador's Fresh Air campaign which tempts travellers to
visit the province.
    Today, the completed three-dimensional (3-D) window superboard, featuring
actual curtains blowing from a Newfoundland and Labrador fresh sea breeze,
officially opens.
    Defying standard advertising methods, the stunning Newfoundland and
Labrador scenery seen through 'the window' was hand-painted by an artist
hanging 60 feet above the busy highway. See footage at:
www.newfoundlandlabrador.com/freshair (broadcast quality versions available on
request).
    The campaign conveys the experience of visiting the province by
displaying some of Newfoundland and Labrador's iconic qualities. The open
window represents an escape to a place that's different; free from smog and
stifling temperatures - a place filled with fresh air, natural beauty, and
creativity.
    "Newfoundland and Labrador is an ideal location for a change of scenery,"
said the Honourable Clyde Jackman, Minister of Tourism, Culture and
Recreation. "As a department we are excited about this new addition to our
campaign. It's something we've never done before, and it's a really original
idea and execution within the Toronto advertising market. The best way to
communicate a message to people is to show them, rather than simply tell them.
That's what this superboard is all about."
    In addition to the Toronto superboard, the Fresh Air campaign also
includes a giant 3-D clothesline superboard in Ottawa, humorous sponsorships
of daily air quality and weather reports on local radio stations in Ottawa and
Toronto ("today's air quality advisory is brought to you by Newfoundland and
Labrador - where there is no smog"), contest promotions, and various other
advertising and marketing elements.
    The superboard can be viewed until mid-August by drivers travelling along
the Gardiner Expressway, east of Hanna Avenue, opposite the Canadian National
Exhibition grounds.

    For more information, please visit www.clotheslines.ca.

    
    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    




For further information:

For further information: Media contacts: Heather May, Director of
Communications, Department of Tourism, Culture and Recreation (NL), (709)
729-0928, (709) 697-5061, heathermay@gov.nl.ca; Clare-Marie Gosse,
Communications Manager, Target, St. John's, NL, (709) 739-8400 ext 290,
cmgosse@targetmarketing.ca

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NEWFOUNDLAND AND LABRADOR TOURISM

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