https://sensesnb.tourismnewbrunswick.ca/

I recently came across a piece of experiential marketing in Toronto’s financial district, right at the Royal Bank Plaza. Placed on a patch of artificial grass surrounded by faux rocks stood a mounted tower viewer. Next to it, a sign read: “Looks like you can see New Brunswick from here.”

Curiously, I peeked through. The viewer revealed a scenic glimpse of one of New Brunswick’s iconic natural landmarks, almost as if it had suddenly popped up inside the concrete heart of Toronto. This installation wasn’t just eye-catching, it was smart. It strategically targets financial professionals and tourists in one of Canada’s most high-traffic areas, sparking curiosity about the East Coast. It’s not every day you see tower viewers in an office building, onlookers were stopping by to have a look.

The second strong touchpoint is the full branding takeover at the Yonge–Bloor subway station, where Tourism NB has run a multi-format campaign with digital displays and large posters inviting commuters to “Explore NB.”

Scanning the QR code on the signs leads to an interactive landing page filled with breathtaking photos and videos of New Brunswick’s natural beauty. The website features an AI travel assistant, which works surprisingly well. I asked it a few questions (think ChatGPT for tourism) and it answered quickly, giving helpful suggestions for road trips, local cuisine, and seasonal highlights.

Now here’s why this campaign excites me: I had visited New Brunswick a couple of years ago during the Labour Day long weekend, and I was completely mesmerized. From the coastal cliffs at Matthews Head in Fundy National Park to the small-town friendliness, the local seafood, and the chance sightings of whales and dolphins it was something I had never imagined to experience in such a short getaway. Waking up every day to the stillness of untouched nature made me feel renewed.

Tourism NB’s campaign is a masterclass in timing, execution, and storytelling. They’ve not only brought the province to people’s attention, they’ve made it feel accessible, inviting, and interactive.

Bonus tip: While you're there, don’t miss Prince Edward Island, connected to NB by the Confederation Bridge. a scenic drive in itself. On your way back, when you re-enter New Brunswick, you’d encounter the province’s “Welcome” sign featuring a sailing yacht. There’s something poetic about that image to me.

Experiential Marketing Installation at the Royal Bank Plaza

Fundy National Park

Matthews Head- Fundy National Park

Bay of Fundy

Horse Riding

Disclaimer

This article is not sponsored, endorsed, or commissioned by Tourism New Brunswick or any related entity. It is written solely in good faith, based on the author’s personal experience and genuine appreciation for the province. Any views or opinions expressed are those of the author and do not reflect the official position of any organization. References to public installations, promotional materials, or branded content are shared for commentary, informational, and editorial purposes only, in accordance with the principles of fair dealing under Section 29 of the Copyright Act of Canada.

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