Newfoundland and Labrador’s tourism marketing has taken a cinematic turn. The province’s traditional serene and sunlit campaign has received a boost from some high-profile celebrities. Actor Josh Hartnett, known for his role in the upcoming Netflix series “Below,” recently showcased a billboard in Times Square, New York City, featuring the message, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
In the show, Hartnett portrays a fisherman in a small town where residents are terrorized by an unidentified sea creature. The advertisement, bearing the official N.L. tourism logo, is displayed alongside Netflix billboards promoting the series. While the province initially did not confirm funding for the campaign, a tourism department spokesperson later clarified that they did not pay for it but approved the use of their logo on materials promoting the Netflix show.
To gauge the response of real fishermen, CBC reporter Laura Howells sought the opinions of individuals in the industry. Keith Boland, a fisherman who catches snow crab and cod, expressed confidence in the attractiveness of local fishermen, suggesting they age gracefully due to factors like weather and hard work. Conversely, Uriah Alcock hesitated to agree, mentioning that some fishermen may not match Hartnett’s appearance.
Highlighting the subjective nature of beauty, Leon Abbott emphasized that attractiveness is perceived differently by each individual. Hartnett, who filmed in the province, spoke warmly about his experience, praising the welcoming and hospitable nature of Newfoundlanders. He shared his admiration for the region on “The Tonight Show Starring Jimmy Fallon,” recounting an encounter with whales that left a lasting impression. Additionally, Hartnett even gave Fallon a music lesson, teaching him the Newfoundland folk song “I’se the B’y.”
The actor’s positive encounters in the province have led to a deeper appreciation for Newfoundland and Labrador, which he is now sharing with Hollywood audiences.