Newfoundland and Labrador’s tourism advertisements have taken a Hollywood turn. The tranquil and sun-drenched image the province is known for is now getting a boost from A-list celebrity influence. Josh Hartnett, the star of the upcoming Netflix series “Below,” recently showcased a billboard in New York City’s Times Square that promotes visiting Newfoundland and Labrador. The billboard humorously suggests that all the fishermen in the region look like him, referencing his role as a fisherman in the show where a mysterious sea creature terrorizes a small town.
Although the ad is featured alongside Netflix billboards for the show, it prominently displays the official Newfoundland and Labrador tourism logo. While the province initially avoided confirming if it funded the campaign, a representative from the tourism department clarified that they did not pay for it but approved the use of their logo on the materials promoting the Netflix series.
To gauge real fishermen’s reactions to the ad, CBC’s Laura Howells showed them the advertisement. Keith Boland, a snow crab and cod fisherman, jokingly remarked that fishermen in the region are indeed attractive and aging gracefully, attributing it to factors like weather and hard work. Another fisherman, Uriah Alcock, humorously pointed out that not all fishermen may match Josh Hartnett’s looks, with some being a bit out of shape. However, Leon Abbott emphasized that beauty is subjective and in the eye of the beholder.
Josh Hartnett has expressed his fondness for filming in Newfoundland and Labrador, describing it as the warmest reception he has ever received in his film career. He highlighted the open and hospitable nature of the people in the province during a special screening event at the Majestic theatre in St. John’s. Hartnett’s positive experiences in the region have inspired him to share his love and insights with Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett shared his awe of seeing whales in the province and even taught Fallon how to sing a traditional Newfoundland song. Despite Fallon’s attempt, Hartnett, originally from Minnesota, humorously critiqued his rendition for being “a little bit too Irish.”
The Newfoundland and Labrador tourism campaign featuring Josh Hartnett’s likeness has garnered attention and sparked discussions among both locals and visitors about the region’s charm and appeal.