Drivers travelling on Ottawa's Airport Parkway will be given a figurative respite from the dog days of summer when they view the three-dimensional clothesline superboard that marks the beginning of a new campaign for Newfoundland and Labrador, created by Target Marketing & Communications in St. John's. Playing on notorious humidity of Ontario summers, the campaign features the spectacular vistas and the tagline "Breathe in. Breath out." The superboard features traditional quilts hanging on a clothesline. The campaign includes promotions and radio spots sponsoring local weather reports ("This weather report brought to you by Newfoundland and Labrador - where it's almost never humid").