July 14, 2008
by Annette Bourdeau

St. John's-based Newfoundland & Labrador Tourism commissioned artist Cam Mahy to paint a calm-inducing Newfoundland nature scene to get Torontonians thinking about an eastern getaway. Mahy spent three weeks crafting his masterpiece above the busy Gardiner Expressway.

"Most people see the superboard as a static medium. Instead, we looked at it as a canvas - like a story that reveals itself as it goes along," says Noel O'Dea, president and director of strategic & creative planning at St. John's-based Target, who adds that this is the latest execution building on the popular "Fresh Air" platform.

"The billboard was painted by a human, as opposed to being a digital vinyl panel," O'Dea continues. "It's a very good metaphor for Newfoundland itself, because it's an authentic, organic place rather than a plastic, manufactured one."

The painting also reinforces the province's creativity. "We're a culture rich with artistic talent," says Carmela Murphy, director of tourism marketing for Newfoundland's tourism, culture and recreation department. "The idea of actually painting a billboard really stands out and grabs attention."
Murphy adds that it was a very strategic decision to buy a superboard along the Gardiner. "We're hitting people at a time when they're stuck in gridlocked traffic, and very receptive to the idea of getting away," she says.
The painted superboard will be up until mid-August.