How Newfoundland And Labrador Tourism Mastered Marketing By Offering Customizable Seven-Day Journeys Across The Province

Published on November 28, 2025

The strategic response to conventional seasonal retail promotions was mounted by Newfoundland and Labrador Tourism, characterized by an innovative approach that effectively diverted attention from typical consumer deals. This distinctive initiative, christened the Back Friday campaign, was meticulously crafted to capitalize on the annual prominence of Black Friday while redirecting the focus toward experiential value and emotional resonance rather than transactional savings. The effort was developed and deployed in partnership with the acclaimed firm, Target Marketing & Communications Inc., whose long-standing relationship with the provincial tourism board ensures a deep understanding of the established brand identity.

The primary mechanism of the Back Friday activation was the offering of an opportunity for individuals to Win Your Way Back Friday, ensuring that the conversation surrounding the weekend revolved around deeply personal travel memories and the intrinsic desire for return visits to this compelling North Atlantic destination. This extensive campaign was strategically implemented across multiple channels, thereby ensuring maximum penetration within the targeted travel consumer demographic. The selection of the Black Friday period was necessitated by the widespread commercial visibility of the date, allowing the tourism board’s message to be carried into the national discourse, contrasting material acquisition with the intangible value of renewed connection and meaningful travel.

Strategic Framework and Audience Engagement

The “Back Friday” concept was predicated on the understanding that for many visitors, a trip to the province transcends a mere vacation; a deeply personal and transformative experience is often fostered. Instead of competing with commercial discounts, a narrative shift was deemed essential, whereby the emphasis was placed squarely on the irreplaceable nature of past trips and the powerful pull of nostalgia. A three-tiered structure was cleverly incorporated to facilitate maximum participation, ensuring accessibility for different segments of the target market.

First, former visitors were specifically targeted. It was intended that these individuals would be motivated to share their most cherished travel photos and recollections of their prior experiences in the province. The submission of these authentic, user-generated memories was designed to serve as an entry point into the competition. This strategy was deemed beneficial not only for its low barrier to entry but also because the resulting influx of personal stories and imagery served as compelling, relatable social proof for the broader campaign. Each submitted photograph was counted as one entry, thereby encouraging daily engagement and repeated interaction with the campaign’s digital platforms.

The Allure of the Prize Structure

The prize itself was intentionally elevated far beyond the scope of a standard holiday giveaway; it was positioned as a lifetime opportunity. It was ensured that a total of three grand prize winners would be selected, each to receive an extensive, all-inclusive package. This prize was characterized by its highly customizable nature, allowing winners the discretion to either recreate the unforgettable moments of a past trip or explore the specific areas and experiences that were missed during previous visits.

Each prize package was meticulously constructed to include the foundational elements of a truly carefree experience. Round-trip airfare was provided for the winners, eliminating a significant logistical and financial barrier to travel. Accommodation was secured as part of the package, ensuring comfort and convenience for the entire duration of the trip. The inclusion of a car rental with unlimited kilometers was stipulated, providing the freedom necessary for extensive exploration across the province’s vast and varied landscapes. Furthermore, the package encompassed a range of pre-arranged tours and excursions, granting access to signature provincial experiences such as iceberg viewing, whale watching, or coastal hiking. The complete removal of daily meal costs was also addressed, with delicious meals being fully covered.

Execution and Brand Reinforcement

The execution of the “Back Friday” campaign was required to maintain the consistent brand voice that has been established over years of celebrated marketing initiatives spearheaded by Target Marketing & Communications Inc. The language used throughout the campaign materials was deliberately warm, inviting, and focused on the authentic human connection for which the province is renowned. The concept implicitly challenged the transactional nature of the traditional retail holiday by proposing that certain experiences are simply too valuable to be commodified.

The campaign effectively reinforced the core brand message that this is a destination where experiences endure long after the journey is complete. The digital presence was designed to be highly user-friendly, providing clear contest details, rules, and multiple pathways for entry. The promotion of the campaign was not limited to digital spaces; traditional media placements were also utilized to ensure the contest reached a broad national audience. By successfully positioning a return journey—a trip back—as the most coveted prize imaginable, the lasting emotional impact of the provincial experience was deftly communicated. The overall campaign was considered an outstanding example of how experiential marketing can be leveraged to stand apart from the noise of competitive retail periods, instead fostering a deep, personalized relationship between the traveler and the destination. The successful implementation of the “Back Friday” campaign served to reinforce the reputation of Newfoundland and Labrador Tourism as a leader in innovative and emotionally resonant destination marketing.