Newfoundland and Labrador’s tourism advertisements are taking a Hollywood approach. The peaceful and sunny image the province is known for is now getting a boost from A-list celebrity endorsement.
Josh Hartnett, the star of the upcoming Netflix series “Below,” proudly showcased a billboard in New York City’s Times Square promoting Newfoundland and Labrador. The billboard humorously reads, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The featured fisherman is none other than Hartnett himself, portraying a fisherman in the show where a mysterious sea creature haunts a small town.
Although the ad is displayed alongside Netflix billboards for the show, it includes the official N.L. tourism logo. While initially evading whether the province funded the campaign, a tourism department spokesperson later clarified that they did not pay for it but approved the use of their logo on the assets promoting the Netflix series.
To gauge real fishermen’s reactions, CBC’s Laura Howells showed the advertisement to local fishermen. Keith Boland, who fishes for snow crab and cod, appreciates the attractiveness of Newfoundland fishermen, jokingly attributing it to the weather or hard work. Uriah Alcock is less convinced, noting some fishermen may not match Hartnett’s looks. On the other hand, Leon Abbott emphasizes that beauty is subjective.
Expressing his positive experience filming in Newfoundland and Labrador, Hartnett praised the warm reception he received during a special screening event in St. John’s. He shared his love for the province on “The Tonight Show Starring Jimmy Fallon,” recounting a memorable encounter with whales. Additionally, Hartnett taught Fallon a traditional Newfoundland tune, “I’se the B’y,” while playfully correcting his pronunciation.
Hartnett’s admiration for the province and its people is evident, with his experiences fueling his return to Hollywood. The actor’s genuine affection for Newfoundland and Labrador continues to resonate, further enhancing the region’s appeal.
