The window billboard as seen over the Gardiner Expressway in Toronto is being used to entice tourists to this province. Provincial government photo
Drivers in Toronto have been getting a glimpse out a window in this province for the last three weeks.
A giant 3-D billboard over the Gardiner Expressway in Toronto - a part of Newfoundland and Labrador's Fresh Air campaign - is an attempt to tempt travellers to visit this province on their holidays.
The local scenery is seen through the window, which includes actual billowing curtains, was hand-painted by an artist and hung 60 feet above the highway.
"Newfoundland and Labrador is an ideal location for a change of scenery," said Tourism Minister Clyde Jackman, in a release today. "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."
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; contest promotions; and, various other advertising and marketing elements.
The Toronto superboard will stay up until mid-August.
To see how the billboard was painted, please visit: www.newfoundlandlabrador.com/About/BreathingRoom/FreshAir.aspx