Newfoundland and Labrador Tourism Turns Black Friday into 'Back Friday'

Newfoundland & Labrador Tourism and its AOR Target have launched Back Friday, a national campaign that flips Black Friday on its head by inviting Canadians to skip the shopping frenzy and celebrate something far more meaningful: their memories.

The campaign is anchored in a key strategic insight for the province: nearly 40% of vacation visitors return, discovering that what they expected to be a once-in-a-lifetime trip is anything but. Back Friday invites past visitors to share photos and stories from their trips for a chance to win one of three all-inclusive round-trip return experiences.

“Repeat visitors are one of the strongest signals of how deeply this place resonates with people,” said Catherine Kelly, president of Target. “Back Friday builds on that connection by inviting travellers to share the moments that made Newfoundland and Labrador stay with them long after they left.”

Instead of flash sales or countdown clocks, Back Friday is built on real traveller photos, memories, and moments that refresh in real time as entries come in. Every submission becomes part of the campaign ecosystem, allowing Canadians to literally see themselves in the campaign and in the province.

“People value experiences over things, and nowhere is that more evident than in repeat visitation to our province,” said TJ Arch, creative director at Target. “Black Friday is the perfect foil to showcase that insight and to bring our ‘return policy’ to life.”

The campaign launched on November 14th, spanning digital and social channels, national print in The Globe and Mail, and digital out-of-home in major airports. A marquee execution also ran in Toronto’s Sankofa Square (previously Yonge–Dundas) during peak Black Friday foot traffic.

The early response has been overwhelming, driving 40,000+ contest entries, 20,000 photo uploads, a 218% lift in website visits, and 10,000+ new eNews sign-ups.

For Newfoundland & Labrador, Back Friday is both a celebration of repeat visitors and an invitation to new ones to fall in love with the culture, the landscapes, and the people. This campaign celebrates those emotional connections and inspires first-timers to experience this place for themselves.

Entries are open to Canadians here until Cyber Monday.