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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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Chris Selley: The blinding incoherence of Ottawa’s hotel-quarantine theatre is becoming obvious

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Canada’s new mandatory hotel quarantine system landed over the weekend like a wet, mildewy towel. You have to book by phone. No one answers. There are multiple reports of Canadian citizens being put on hold for three hours, then cut off seemingly automatically.

“Our trained and specialized travel counsellors are providing around-the-clock service to facilitate hotel bookings,” a spokesperson for American Express Global Business Travel told National Post.

The “regular hours of operation” listed are 8 a.m. to 11 p.m., Ottawa time.

Officials have blamed the call backlog on people calling too far in advance of travel. Would you wait until the recommended 48 hours before your flight? The online advice implies you need “proof of having reserved and pre-paid for (hotel) accommodation” even to get on the plane. In fact, help is available for those disembarking without reservations, a Public Health spokesman said.

That might be useful information to put on the internet. But then, so would a reservation system. All the participating hotels already have one of those.

For now, this all-too-predictable shambles isn’t a problem for the government. On social media, many are revelling in the misery and stress it’s causing, calling it travellers’ just deserts  — never mind if it’s an expat coming home to take a job, or a grieving family returning from a funeral, and not some fully vaccinated cartoon-villain snowbird. Former Ontario finance minister Rod Phillips and Canada’s other gallivanting politicos created a full-on moral panic overnight, and the feds, hitherto scornful of anyone who suggested international travel was worth worrying about, were happy to provide some red meat.

The populist glee will wear off, though, and the blinding incoherence of this policy will eventually dawn on people. There is evidence right here at home that may illustrate the problem.

Since November, travellers arriving at Calgary’s airport on international flights, or overland  into Alberta from Montana, could take a test upon arrival, and another a week later, and upon receipt of two negative results avoid the 14-days quarantine that has otherwise been demanded of “non-essential” humans entering the country for nearly a year. That “pilot project” was unceremoniously cancelled Sunday night.

At first, participants were allowed out and about, with a few restrictions, as soon as the test-on-arrival came back negative — usually within 48 hours. Upon receipt of the second negative result, they were subject to even fewer restrictions for the remainder of the two weeks. Later, travellers from the U.K. and South Africa were excluded; the federal rule requiring a negative test to board a flight to Canada kicked in; and on January 25, the rules changed such that pilot-project participants had to remain in quarantine until the second negative result after a week.

With the U.K. and South Africa excluded and a negative test required to board, the percentage of travellers testing positive on arrival dropped by half, from 1.47 to 0.75 per cent; the number testing positive a week later dropped by one-third, from 0.74 to 0.5 per cent.

It’s a small sample size. It doesn’t prove anything. But it’s intuitive: if you weed out high-risk travellers, and test before departure, you get fewer initial positives. This hints at one approach Canada could have taken but didn’t: focus more stringent measures on certain countries. Do we really need to treat arrivals from famously COVID-free countries like New Zealand (0.7 new daily cases per million population, on a two-week average), or Taiwan (0.03 cases), the same as those disembarking flights from Israel (384), the United Arab Emirates (296) or the United States (202)?

That one in 200 travellers were still testing positive after a week highlights the central flaw in the government’s plan, however. As I noted two weeks ago, research suggests the probability of a “false negative” PCR test only falls below 50 per cent on the fifth day after infection. If your goal is to prevent international travellers from transmitting COVID-19 to anyone in Canada, you can accomplish it vastly more effectively with a five- or seven-day quarantine, followed by another test, than with three days waiting for the result of a test conducted at the airport.

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Carleton Master’s Sociology Student to Receive Royal Ottawa Award for Mental Health Work

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Charlotte Smith, a Carleton University master’s student in Sociology, has faced overwhelming challenges throughout her life: childhood sexual abuse, homelessness, incarceration, drug dependency.

Undaunted, she has channelled these experiences into her academic, advocacy and activist work, developing research projects to address youth homelessness, creating a bursary to help homeless youth attend Carleton, and delivering food, phones and other essential items to homeless and precariously housed youth who are struggling during the pandemic.

For these actions, and for sharing her story of recovery to help eliminate the stigma surrounding mental illness, Smith will be awarded the Personal Leader for Mental Health award at the Royal Ottawa Foundation for Mental Health’s 2021 Inspiration Awards.

“It can be re-traumatizing, embarrassing and awkward talking so publicly about your mental health and substance use issues, so it’s comforting when someone tells you that you’re not just oversharing, you’re actually making a small difference in other people’s lives,” says Smith, who will be joined on the Inspiration Awards virtual podium by Carleton President Benoit-Antoine Bacon, winner of the Royal’s Transformational Leader award.

“Getting an award like this is fantastic, but there are so many people doing so much important work on mental health and substance use,” says Smith, who last year won a Community Builder Award from the United Way East Ontario for her volunteer efforts in COVID times.

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Shopify Launches Offering of Class A Subordinate Voting Shares

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OTTAWA, Ontario–(BUSINESS WIRE)–Shopify Inc. (NYSE:SHOP)(TSX:SHOP) (“Shopify”) today announced that it has filed a preliminary prospectus supplement (the “Preliminary Supplement”) to its short form base shelf prospectus dated August 6, 2020 (the “Base Shelf Prospectus”). The Preliminary Supplement was filed in connection with a public offering of Shopify’s Class A subordinate voting shares (the “Offering”). The Preliminary Supplement has been filed with the securities regulatory authorities in each of the provinces and territories of Canada, except Québec. The Preliminary Supplement has also been filed with the U.S. Securities and Exchange Commission (the “SEC”) as part of Shopify’s registration statement on Form F-10 (the “Registration Statement”) under the U.S./Canada Multijurisdictional Disclosure System.

A total of 1,180,000 Class A subordinate voting shares will be offered by Shopify for sale under the Offering, which will be led by Citigroup, Credit Suisse and Goldman Sachs & Co. LLC (the “Underwriters”).Shopify will grant the Underwriters an over-allotment option to purchase up to an additional 15% of the Class A subordinate voting shares to be sold pursuant to the Offering (the “Over-Allotment Option”). The Over-Allotment Option will be exercisable for a period of 30 days from the date of the final prospectus supplement relating to the Offering. Allen & Company LLC is acting as special advisor to the Company with respect to the Offering.

Shopify expects to use the net proceeds from the Offering to strengthen its balance sheet, providing flexibility to fund its growth strategies.

Closing of the Offering will be subject to a number of closing conditions, including the listing of the Class A subordinate voting shares to be issued under the Offering on the NYSE and the TSX.

No securities regulatory authority has either approved or disapproved the contents of this news release. This news release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any province, state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to the registration or qualification under the securities laws of any such province, state or jurisdiction. The Preliminary Supplement, the Base Shelf Prospectus and the Registration Statement contain important detailed information about the Offering. A copy of the Preliminary Supplement and Base Shelf Prospectus can be found on SEDAR at www.sedar.com and EDGAR at www.sec.gov, and a copy of the Registration Statement can be found on EDGAR at www.sec.gov. Copies of these documents may also be obtained from Citigroup, c/o Broadridge Financial Solutions, 1155 Long Island Avenue, Edgewood, NY 11717, Telephone: 1-800-831-9146; Credit Suisse Securities (USA) LLC, Attention: Prospectus Department, Eleven Madison Avenue, 3rd floor, New York, NY 10010, Telephone: 1-800-221-1037 or e-mail: usa.prospectus@credit-suisse.com; Credit Suisse Securities (Canada), Inc., Attention: Olivier Demet, 1 First Canadian Place, Suite 2900, Toronto, Ontario M5X 1C9, Telephone: 416-352-4749 or e-mail: olivier.demet@credit-suisse.com; or Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, NY 10282, telephone: 866-471-2526, facsimile: 212-902-9316 or email: prospectusny@ny.email.gs.com. Prospective investors should read the Preliminary Supplement, the Base Shelf Prospectus and the Registration Statement before making an investment decision.

About Shopify

Shopify is a leading global commerce company, providing trusted tools to start, grow, market, and manage a retail business of any size. Shopify makes commerce better for everyone with a platform and services that are engineered for reliability, while delivering a better shopping experience for consumers everywhere. Shopify powers over 1.7 million businesses in more than 175 countries and is trusted by brands such as Allbirds, Gymshark, Heinz, Staples Canada and many more.

We were proudly founded in Ottawa, Canada, but prefer to think of the company location as Internet, Everywhere. Shopify is a company of and by the internet, and we have physical outposts around the world. The archaic newswire system doesn’t allow us to acknowledge this fact, so we will henceforth keep this paragraph in our press releases until technology improves.

Forward-looking Statements

This press release contains forward-looking information and forward-looking statements within the meaning of applicable securities laws (“forward-looking statements”) including statements regarding the proposed Offering, the terms of the Offering and the proposed use of proceeds. Words such as “expects”, “continue”, “will”, “plans”, “anticipates” and “intends” or similar expressions are intended to identify forward-looking statements.

These forward-looking statements are based on Shopify’s current expectations about future events and financial trends that management believes might affect its financial condition, results of operations, business strategy and financial needs, and on certain assumptions and analysis made by Shopify in light of the experience and perception of historical trends, current conditions and expected future developments and other factors management believes are appropriate. These projections, expectations, assumptions and analyses are subject to known and unknown risks, uncertainties, assumptions and other factors that could cause actual results, performance, events and achievements to differ materially from those anticipated in these forward-looking statements. Although Shopify believes that the assumptions underlying these forward-looking statements are reasonable, they may prove to be incorrect, and readers cannot be assured that the Offering discussed above will be completed on the terms described above. Completion of the proposed Offering is subject to numerous factors, many of which are beyond Shopify’s control, including but not limited to, the failure of customary closing conditions and other important factors disclosed previously and from time to time in Shopify’s filings with the SEC and the securities commissions or similar securities regulatory authorities in each of the provinces or territories of Canada. The forward-looking statements contained in this news release represent Shopify’s expectations as of the date of this news release, or as of the date they are otherwise stated to be made, and subsequent events may cause these expectations to change. Shopify undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by law.

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