Tourism advertisements in Newfoundland and Labrador are taking on a Hollywood flair. Instead of the usual tranquil and sun-drenched imagery, the province is leveraging the star power of A-list celebrities.
Josh Hartnett, known for his role in the upcoming Netflix series “Below,” proudly showcased a billboard in New York City’s Times Square promoting Newfoundland and Labrador. The billboard humorously asks, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The featured fisherman on the billboard is none other than Hartnett himself, portraying a fisherman in the show where a mysterious sea creature threatens a small town.
Although the advertisement appears alongside Netflix’s promotional billboards for the series, it prominently displays the official Newfoundland and Labrador tourism logo. The tourism department clarified that they did not pay for the campaign but approved the use of their logo on materials promoting the Netflix series.
Real fishermen in the region shared their thoughts on the campaign. Keith Boland, a fisherman who catches snow crab and cod, jokingly remarked that the local fishermen are indeed an attractive bunch, aging like fine wine. Another fisherman, Uriah Alcock, expressed some skepticism, noting that not all fishermen may match Hartnett’s good looks.
Hartnett, who has fond memories of filming in Newfoundland and Labrador, praised the warm reception he received during his time there. He described the locals as open and hospitable, creating a natural and welcoming environment for him. The actor shared his love for the province on a recent appearance on “The Tonight Show Starring Jimmy Fallon,” recounting his encounters with whales and even giving Fallon a lesson in singing a traditional Newfoundland folk song.
Hartnett’s positive experiences in the province have left a lasting impression on him, and he continues to share his newfound appreciation and knowledge of the region with others in Hollywood.
