Experience Newfoundland and Labrador’s Culture and Beauty Through Back Friday Campaign, Here’s All You Need to Know

Published on November 28, 2025

To commemorate Black Friday Shopping Newfoundland and Labrador Tourism and Target Marketing and Communications developed a nationwide advertisement encouraging Canadians to ignore the commercialism and remember travel and memories created. The people of Newfoundland and Labrador have a fondness and visitors to the province emotionally attached to the province.

Against the background of great consumerism Black Friday has become, Back Friday offers a positive alternative to consumerism in favor of the impact and lasting memories of travel. The program is a cultural phenomenon in itself as stands close to 40% of Newfoundland and Labrador visitors return and discover their first visit wasn’t the last. Canadians are invited to reminisce and travel Back Friday is the positive alternative to consumerism. The Canadians are offered the chance to win one of three all-expenses paid, round trip, return travel experiences.

A Campaign Rooted in Emotional Connections and Repeat Visits

The key message behind the Back Friday campaign is the powerful connection that visitors form with Newfoundland and Labrador during their travels. As Catherine Kelly, president of Target, puts it, “Repeat visitors are one of the strongest signals of how deeply this place resonates with people.” By spotlighting the memories shared by past travelers, Back Friday strengthens these emotional bonds and reinforces the idea that Newfoundland and Labrador is a place worth revisiting time and time again.

For the tourism industry, repeat visitation is invaluable, serving as both a testament to the destination’s appeal and a source of continued economic benefit. Newfoundland and Labrador’s tourism campaign, in turn, is designed not only to celebrate the province’s loyal visitors but also to entice new ones to experience the province’s spectacular landscapes, rich culture, and welcoming people for the first time.

Engaging with Travelers in Real-Time Through Digital Platforms

Rather than focusing on flash sales or limited-time offers, the Back Friday campaign uses real traveler photos, memories, and moments to create an interactive and dynamic experience. The submissions shared by past visitors are featured in real-time, contributing to the growing ecosystem of the campaign. Each new entry serves to further connect the people with the place, allowing Canadians to see themselves reflected in the campaign and reinforcing the notion that Newfoundland and Labrador stays with you long after you leave.

This approach capitalizes on the modern traveler’s increasing preference for experiences over material possessions. As creative director TJ Arch of Target explains, “People value experiences over things, and nowhere is that more evident than in repeat visitation to our province.” The campaign provides an opportunity for travelers to engage with the province’s unique cultural offerings, landscapes, and history in an authentic, emotionally resonant way.

Amplifying the Message Across Digital and Traditional Platforms

Launched on November 14, 2025, the Back Friday campaign spans a variety of media channels, including digital and social platforms, national print ads in The Globe and Mail, and digital out-of-home advertising in major airports across the country. A marquee execution was also staged in Toronto’s Sankofa Square (formerly Yonge-Dundas), taking advantage of the peak Black Friday foot traffic. This multi-channel strategy ensures that the message reaches a wide audience, drawing attention not only from past visitors but also from those who may be considering Newfoundland and Labrador for their next adventure.

The campaign’s reach has been significant, with early results showing an overwhelming response from Canadians. Over 40,000 contest entries were received, along with more than 20,000 photo uploads. In addition, website visits surged by 218%, and more than 10,000 new sign-ups were recorded for the province’s e-newsletter, showcasing the powerful engagement the campaign generated.

Back Friday as a Celebration of Newfoundland and Labrador’s Tourism Potential

Back Friday is not just a celebration of the province’s repeat visitors; it also serves as an invitation to new tourists to experience what makes Newfoundland and Labrador so special. Known for its rugged natural beauty, including breathtaking coastal cliffs, picturesque villages, and vibrant cultural heritage, the province offers visitors a unique experience that goes beyond traditional tourist attractions.

The campaign highlights the province’s attractions, from its stunning landscapes to its rich history, giving first-time visitors the chance to discover a place that will stay with them long after they leave. The Back Friday campaign positions Newfoundland and Labrador as a destination where memories are made and where visitors can create lifelong connections to the land, culture, and people.

Economic and Tourism Impact: Driving Growth and Tourism in Newfoundland and Labrador

The Back Friday campaign is an excellent example of how tourism marketing can drive growth by emphasizing emotional connections and the long-term value of travel experiences. By encouraging past visitors to return to the province and sharing their memories with others, Newfoundland and Labrador is fostering a sense of community among travelers while also positioning itself as a must-visit destination for new tourists.

As one of Canada’s most distinctive provinces, Newfoundland and Labrador’s tourism sector has the potential to continue growing by tapping into this sense of belonging and repeat visitation. By focusing on experiences, storytelling, and real-time engagement, the province’s tourism marketing efforts are poised to strengthen its international profile and contribute to the local economy for years to come.

Looking to the Future: Expanding the Reach of Back Friday

Given the ongoing success of the recent Back Friday Campaign, Newfoundland and Labrador Tourism will continue broadening its reach to potential consumers across the globe. As cross-border travel begins to normalize, the emotional lure of the province and the experiences it has to offer, will become vital to garner the attention of potential customers, specifically those who prize authentic experiences and seek to escape materialism. The emotional appeal of the province will culminate in attracting customers who seek genuine experiences The success of this campaign will position Newfoundland and Labrador to capitalize on future marketing efforts in tourism and other provincial destinations in efforts designed to target consumers in a competitive, global tourism marketplace.