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How 3 big N.L. ad shoots in 2018 bode well for the province’s brand

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“Newfoundland is hot these days.”

That’s the frank assessment from Greg Locke, and the St. John’s photographer is in the know: he was hired this year to work on a campaign for a national outdoor equipment chain, one of at least three big brands that shot advertisements in Newfoundland and Labrador in 2018.

“It’s not as far as Iceland, but it kind of looks just as cool in many ways,” he said.

And Locke isn’t alone that appraisal of the province’s appeal.

Photographer Greg Locke in action. (Terry Day)

“We provide unique and different, three-and-a-half hours away from Toronto,” said Tom Cooper, an associate professor of strategic management at Memorial University.

Companies are capitalizing on that, he said.

“Newfoundland is a really interesting, unique place, and if [companies] can associate that with their brand — if they can associate that with their company — then they’re also going to be unique and special, just like Newfoundland and Labrador is.”

So, just who shot on our shores?

Atmosphere

Atmosphere, an outdoor chain under the same corporate umbrella as Canadian Tire and Sport Chek, shot its Fall 2018 campaign along the East Coast Trail.

One of the photos from the Atmosphere ad campaign, taken in Flatrock. (Greg Locke/Submitted)

Photos were taken over three days in Flatrock, Cape Spear, La Manche, Doctors Cove and Tors Cove, according to Locke.

He was hired on locally, as were his production assistant and two models.

Atmosphere’s Fall 2018 campaign took five days to plan and shoot. (Greg Locke/Submitted)

His work — and the province — appeared on Atmosphere’s website, social media accounts, in print ads and in-store billboards.

“It’s well known in the marketing world … that this place is a great place to shoot locations,” he said.

“The place is a character in the photos and the film.”

Canada Goose

Another major player in the outdoor apparel world, Canada Goose, shot its Fall 2018 campaign at Cape Spear and Butter Pot Provincial Park.

A team from New York flew in to shoot the Canada Goose Fall 2018 campaign. (Canada Goose)

“Our products are designed to function and thrive in the face of unpredictable weather and Newfoundland provided the rugged beauty and diverse topographies that complements our apparel so well,” the company said in a statement.

“From Blackhead Beach to Butter Pot Provincial Park, we encountered seacoasts, caves, forests, bogs and mountains; a journey that showcased our products adaptability, versatility and lightweight warmth.”

Canada Goose said the N.L. landscape complemented their high-end outdoor clothing line. (Canada Goose)

A team from New York was flown in to capture most of the campaign, but some local assistants were hired on.

“I feel like anyone in our industry who wants to get involved with things like that oftentimes before they would have had to move to big cities like Toronto and New York,” said Allison Kent, a hairstylist in St. John’s who helped on the shoot.

“Luckily with big companies coming here, we’re able to work from home, which is really amazing.”

General Motors

GM made perhaps the biggest advertising splash of 2018, when it launched its 2019 Sierra pickup series at Cape Spear in August.

GM took stock photos in NL for auto industry journalists to use. (GMC/Submitted)

The company brought in 100 automotive journalists and drove them around to Harbour Grace and Hearts Delight, showing off the truck’s latest features.

Stock photos were taken that the journalists could use in their publications.

“This place felt so special,” GM’s communication manager Jennifer Ecclestone said at the time.

“People here rely on their trucks to live daily, whether it’s food foraging or fishing or doing all of the different work that they do.”

Another GM spokesperson said the launch resulted in 100 news stories.

The 2019 GMC Sierra Denali was launched in the province in August. (GMC/Submitted)

‘Positive association’

It’s all about “positive association,” said Cooper.

Companies want people to see “great scenery” and think “great product.”

And if that can click, Cooper said, there’s a host of benefits for the host province.

“There’s probably a whole ecosystem that benefits from it — caterers, makeup artists and photographers,” he said.

“It’s great for the province, it’s great for the industry here. It’s great for the brand of Newfoundland and Labrador.”

Read more from CBC Newfoundland and Labrador 

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Ottawa unveils funding for poultry and egg farmers hurt by free-trade deals

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Canadian egg and poultry farmers who’ve lost domestic market share due to two recent free-trade agreements will soon have access to $691 million in federal cash, Canada’s agriculture minister announced Saturday.

Marie-Claude Bibeau shared details of the long-awaited funds in a virtual news conference.

“Today we position our young farmers for growth and success tomorrow,” she said.

The money follows a previously announced $1.75 billion for the dairy sector linked to free-trade deals with Europe and countries on the Pacific Rim, one that came into effect in 2017 and the other in 2018.

The dairy sector funds were to flow over eight years, and the first $345 million payment was sent out last year.

But on Saturday, Bibeau announced a schedule for the remaining payments that will see the money flow over three years — beginning with $468 million in 2020-21, $469 million in 2021-22 and $468 million in 2022-23.

Bibeau said the most recently announced funds for dairy farmers amount to an average farm of 80 cows receiving a direct payment of $38,000 in the first year.

Payments based on formulas

David Wiens, vice-president of the Dairy Farmers of Canada, said the money will help farms make investments for the future.

“I think particularly for the younger farmers who have really struggled since these agreements have been ratified, they can actually now see opportunities, how they can continue to make those investments on the farm so that they can continue on,” he said.

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Employee of Ottawa Metro store tests positive for COVID-19

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Metro says an employee of its grocery store on Beechwood Avenue in Ottawa has tested positive for COVID-19.

The company says the employee’s positive test result was reported on Nov. 25. The employee had last been at work at the Metro at 50 Beechwood Ave. on Nov. 19.

Earlier this month, Metro reported several cases of COVID-19 at its warehouse on Old Innes Road.

Positive test results were reported on Nov. 2, Nov. 6, Nov. 11, and Nov. 19. The first two employees worked at the produce warehouse at 1184 Old Innes Rd. The other two worked at the distribution centre at the same address.

Metro lists cases of COVID-19 in employees of its stores and warehouses on its website

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Tinseltown: Where 50-year-old ‘tough guys’ become youngsters again

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Audy Czigler wears glitter like a Pennsylvania miner wears coal dust. It’s on his face and hands, in his hair and on his clothing. It’s an occupational hazard that he says he just can’t get rid of.

And when he’s sifting through job applications from people wanting to work at his Tinseltown Christmas Emporium on Somerset Street W. in Hintonburg, the glitter is a consideration. For he’s not looking for people who can simply endure it; no, he’s screening for people who revel and carouse in glitter, for those for whom the 10,000th playing of I Saw Mommy Kissing Santa Claus is as refreshing as the first, for those who believe that the 12 days of Christmas last 365 days a year. The believers.

Sure, he has heard the voices of skeptical passersby on the sidewalk outside his shop, especially in the summer months when visions of sugarplums have receded from many people’s minds.

“I hear them out there a few times a day,” he says, “wondering how a Christmas store can possibly survive year-round.

“I want to go out and tell them,” he adds, but his voice trails off as a customer approaches and asks about an ornament she saw there recently, of a red cardinal in a white heart. Where is it?

There’s scant room for sidewalk skeptics now, crowded out by the dozens of shoppers who, since October, have regularly lined up outside the store, patiently biding their time (and flocks) as pandemic-induced regulations limit the shop to 18 customers at a time.

Once inside, visitors will be forgiven for not first noticing the glitter, or even the rendition of Baby, It’s Cold Outside playing on the speakers. For there’s no specific “first thing” you notice. The first thing you notice is EVERYTHING — a floor-to-ceiling cornucopia of festivity, reminiscent perhaps of how the blind man in the Gospel of John may have felt when Jesus rubbed spit and mud in his eyes and gave him sight for the first time.

https://ottawacitizen.com/news/local-news/tinseltown-where-50-year-old-tough-guys-become-youngsters-again

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