ST. JOHN'S, NL, June 20 /CNW/ - Newfoundland and Labrador is bringing a breath of fresh air to Toronto with the launch of a giant clothesline superboard on the Gardiner Expressway - a first for the Toronto skyline.

The three-dimensional superboard features large white sheets hanging from an actual clothesline above the busy highway. The headline reads "No. I'd rather sit in traffic."

It's all part of Newfoundland and Labrador's Fresh Air campaign. The campaign also includes print advertising, and sponsorship of daily air-quality reports and smog reports on radio stations in the greater Toronto area throughout the summer.

"Our Fresh Air campaign is a pleasant reminder to Toronto residents that there has never been a better time to take a 'breather' in Newfoundland and Labrador," said the Honourable Tom Hedderson, Minister of Tourism, Culture and Recreation. "We do not have smog - just fresh air straight from the North Atlantic blowing in the breeze. Clotheslines are deeply rooted in our culture, representing everything from freedom to creativity to fresh air. They are also a perfect fit with our rugged and beautiful landscape."

The 34' x 52' superboard, facing east at the Gardiner Expressway and Hanna St. on the north side of the highway, can be viewed until early August.

For more information on Newfoundland and Labrador, visit http://newfoundlandlabrador.com.

Media contact: John Tompkins, Director of Communications, Department of Tourism, Culture and Recreation, (709) 729-0928, (709) 728-7762, jtompkins@gov.nl.ca