What if you teed off on the edge of the world?

Although stunning courses hide amongst the green and rough terrain of the province and thousands of tourists flock to our shores during golf season, there’s little overlap when it comes to planning a trip dedicated to golfing on the edge of the North Atlantic. So how do we change that mentality?

Leaning into the province’s appeal as a tourist destination, golf is a common-sense addition to travel and activity itineraries. It’s also the perfect activity for a weekend getaway for eastern Canadians who would otherwise jump to the US or travel west. Why not try something different?

With hero videos that first recognize the standard tourist trappings – the monstrous icebergs, adorable puffins, cliffside fog – we set up a natural punchline.

“…and golf!”

Targeting golfers on the cusp of trip planning season, videos led the way alongside retargeting ads, social posts, and a dedicated landing page.

The campaign successfully reintroduced Newfoundland and Labrador as an unexpected golf destination. By combining the province’s natural allure with a touch of humour, we captured attention, boosted engagement, and drove meaningful traffic—especially from key out-of-province markets—proving that golf belongs on the province’s travel radar.