It began with the gradual unveiling of a three-dimensional window superboard as it was handpainted by an artist dangling 60 feet above Toronto's Gardiner Expressway. The superboard, unveiled, revealed an evocative wood-framed window complete with flowing sheers opening onto a clear blue sky. That was followed up with free rides in the "Get Carried Away Mobile", a modified Crown Victoria taxi that allowed pedestrians to escape the heat and smog of downtown Toronto in air-conditioned comfort. Both initiatives, as well as a 3-D clothesline superboard in Ottawa and humorous weather reports from the smog-free province, are part of Target Marketing's latest creative tourism campaign for the Province of Newfoundland and Labrador.

Though the results of marketing campaigns are not usually immediately obvious, this one is already reaping dividends. In addition to receiving considerable attention on the street, the campaign has been covered by national and local media outlets and also been featured on MSN and Yahoo. The exact cost of the Fresh Air campaign was not available at press time; it is included in the Province's expanded $12 million tourism campaign for 2008.