2023 Winner

“Come Home 2022” was a year-long campaign led by Newfoundland and Labrador Tourism to encourage its citizens across the country to return home, rather than travel elsewhere. To get national reach on a small budget, Target made use of the social media networks of friends and family back home. The campaign launched with a video depicting what makes Newfoundland and Labrador unique, and encouraged locals to invite friends and family back home by tagging them in posts. As organic content was generated, paid media was used to boost posts, creating a feedback loop that encouraged more engagement.

Credits

Agency: Target
Creative Director: TJ Arch
Associate Creative Director: Jennifer Szilagyi
Art Director: Jennifer Szilagyi, Alyssa Campeau
Digital Art Director: Amanda Blackwood
Copywriter: TJ Arch, Joel Felker, Justina Elias
Designer: Luisa Bojaca, Pierre Tabbiner, Joel Arbez
Senior Developer: Tim Carew
Director of Account Management: Catherine Kelly
Account Director: Ernie Brake
Senior Account Manager: Alaina Collins
Account Manager: Allison Daley
Strategic Planner: Noel O’Dea
Production Manager: Vivian Tulk
Director of Communications and Media Planning: Jef Combdon
Media Planner / Buyer: Kelly Reddigan
Digital Media Planner: Ryan Locke
Social Media Specialist: Anna Swain