Newfoundland & Labrador Launches “Back Friday” Campaign in Canada to Celebrate Travel Memories Over Black Friday Shopping Frenzy

Published on November 28, 2025

Newfoundland & Labrador Tourism, in partnership with its agency of record (AOR) Target, has introduced a novel campaign called “Back Friday,” which offers a welcome change from the typical Black Friday mayhem. By encouraging Canadians to value experiences and memories over material possessions, this initiative aims to upend the typical shopping frenzy. The campaign emphasizes the beauty of travel experiences that remain with people long after their trips have ended by focusing on the poignant memories of previous visitors.

The main goal of the campaign is to appeal to the sentimental bond that returning tourists have with Newfoundland and Labrador. With almost 40% of its vacationers coming back for another trip, it highlights the province’s significant influence on tourists. Participants in the campaign have the opportunity to win one of three all-inclusive round-trip return experiences by sharing memories via pictures and narratives.

Creating Emotional Connections Through Travel Memories
The essence of “Back Friday” lies in its invitation to travelers to reconnect with their experiences. Instead of pushing for discounted sales, as is typical for Black Friday, the campaign builds on real, personal connections. Participants are encouraged to share their favourite photos and stories from past visits to Newfoundland & Labrador. These submissions become an integral part of the campaign ecosystem, contributing to a growing collection of memories that will continuously refresh as more entries come in.

Through this approach, the province of Newfoundland & Labrador seeks to celebrate the emotional value of travel. The campaign underscores that many visitors don’t just experience a place once; they form lasting bonds that draw them back. It is this sense of belonging and connection that drives repeat tourism to the province.

Campaign Strategy and Execution
The “Back Friday” campaign officially launched on November 14, 2025, and has been executed across multiple platforms. Digital and social channels have played a crucial role in spreading the message, engaging audiences, and facilitating contest entries. Additionally, national print placements in The Globe and Mail and prominent digital out-of-home advertisements at major airports helped broaden the campaign’s reach.

A particularly striking element of the campaign occurred in Toronto’s Sankofa Square (previously known as Yonge-Dundas Square), which saw a marquee activation during peak Black Friday foot traffic. This high-traffic location provided an opportunity for the campaign to engage with a diverse and wide-reaching audience in one of Canada’s busiest commercial hubs.

Impressive Early Results
The early reception to the “Back Friday” campaign has been overwhelmingly positive. In its initial phase, the campaign has already garnered over 40,000 contest entries, with more than 20,000 photos uploaded by participants. These numbers indicate a significant level of engagement and suggest that the initiative is resonating strongly with its audience.

In addition, website traffic has surged, showing a 218% lift in visits. This spike in web traffic is indicative of the growing interest in Newfoundland & Labrador, which is exactly what the campaign aimed to achieve. Furthermore, over 10,000 new eNews sign-ups were recorded, expanding the reach of future campaigns and ensuring continued engagement with both repeat and first-time visitors.

Targeting Both Repeat and New Visitors
At the heart of the “Back Friday” campaign is the idea of celebrating repeat visitors to Newfoundland & Labrador. These travelers are not only a strong indicator of the province’s appeal but also serve as valuable ambassadors for its unique offerings. Their personal experiences contribute to the campaign’s authenticity and help spread the message to a wider audience.

However, the campaign also focuses on attracting new visitors to the province. The success of Newfoundland & Labrador’s tourism lies in the emotional connections that people make during their travels, and the “Back Friday” initiative seeks to encourage first-timers to discover the magic of the province for themselves. The campaign invites all Canadians, whether seasoned travelers or first-time adventurers, to experience the stunning landscapes, vibrant culture, and warm hospitality that Newfoundland & Labrador has to offer.

Celebrating the Value of Experiences Over Material Goods
“Back Friday” speaks to a larger cultural shift towards valuing experiences over material possessions. This shift is particularly evident in the tourism sector, where travelers are increasingly seeking authentic and meaningful connections with the places they visit. Newfoundland & Labrador’s campaign capitalizes on this trend by celebrating the power of memories and experiences rather than focusing on consumer goods.

The success of this campaign is also a reflection of how tourism organizations are recognizing the importance of long-term emotional engagement with their audiences. Instead of pushing for immediate sales or discounts, the province has embraced the idea that fostering meaningful experiences will lead to sustained interest and repeat visits.

The Future of Newfoundland & Labrador Tourism
As the “Back Friday” campaign continues to unfold, it is clear that Newfoundland & Labrador is committed to highlighting the lasting value of travel and the connections it fosters. For both past and future visitors, the campaign serves as a reminder of the special bond formed during their travels, encouraging them to return time and again to relive their cherished memories.

In the coming years, tourism in Newfoundland & Labrador is likely to see continued growth, with campaigns like “Back Friday” helping to cement the province’s place as a must-visit destination for Canadians and international travelers alike. The success of this initiative is just the beginning, as the province builds on these emotional connections to create an even stronger bond between the land, its people, and the travelers who come to experience its wonders.

Conclusion
The “Back Friday” campaign from Newfoundland & Labrador celebrates the joy of travel memories over material purchases, providing a welcome diversion from the typical Black Friday cacophony. The campaign encourages Canadians to think back on the experiences that made their travels special while encouraging newcomers to explore the province’s rich culture and stunning scenery. It places a strong emphasis on returning visitors and emotional engagement. As the campaign gains momentum, it is expected to be crucial in bolstering the province’s tourism sector and emphasizing the importance of experiences over material possessions.