Newfoundland and Labrador tourism has apparently entered its Hollywood era.
A massive billboard featuring actor Josh Hartnett is currently lighting up Times Square in New York City, and at first glance, it looks like Newfoundland and Labrador just hired a major Hollywood star to convince people to visit the province.
The billboard features Hartnett dressed as a rugged Newfoundland fisherman alongside a pretty hilarious message:
“Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
And yes, the official Newfoundland and Labrador tourism logo is on it too.
But there’s actually a little more to the story.
The billboard is part of the promotion for Netflix’s upcoming series Below, which was filmed in Newfoundland and stars Hartnett as a fisherman living in a small coastal community.
Basically, Newfoundland just landed one seriously massive tourism moment in the middle of New York City.
Josh Hartnett Is Promoting Newfoundland In Times Square
Netflix recently shared photos of Hartnett posing underneath the massive digital advertisement in Times Square.
The billboard invites people to “Visit Newfoundland and Labrador” while showing Hartnett as his Below character, Calvin Penney.
And the joke about all Newfoundland fishermen looking like Josh Hartnett definitely got people talking.
The campaign comes just days before Below arrives on Netflix around the world on October 8.
The six-part limited series is set in a small Newfoundland town and was actually filmed in the province.
Newfoundland Didn’t Even Pay For The Billboard
Here’s where the story gets even better.
Despite looking very much like an official Newfoundland and Labrador tourism campaign, the provincial government says it didn’t pay for the Times Square advertisement.
According to VOCM, the province made no financial contribution toward the campaign.
The government was aware of the advertisement, however, and approved the use of Newfoundland and Labrador’s official tourism logo.
That means Newfoundland is getting some pretty incredible exposure in one of the busiest and most recognizable advertising locations in the world without the province having to pay for the billboard itself.
Hospitality Newfoundland and Labrador has welcomed the attention, saying the combination of international exposure and a major Hollywood actor provides significant publicity for the province.
It’s All Because Of Netflix’s New Series Below
The billboard is promoting Below, Netflix’s new Newfoundland-set thriller arriving October 8.
Hartnett plays Calvin Penney, a fisherman living in a small Newfoundland community who is still dealing with the mysterious death of his father decades earlier.
Things get considerably stranger when an unidentified sea creature begins terrorizing the town.
Calvin is forced to protect his family and community while working alongside a visiting marine researcher to figure out exactly what is lurking beneath the water.
The series also stars Mackenzie Davis, Charlie Heaton, Willow Kean, Ruby Stokes, Rohan Campbell, Natasha Henstridge and Newfoundland’s own Mary Walsh.
The Series Was Actually Filmed In Newfoundland
While plenty of television shows use one destination to stand in for another, Below really was filmed in Newfoundland.
Netflix says the production filmed on location in the province, even heading onto the ocean instead of relying entirely on green screens.
Hartnett also put some serious work into playing a Newfoundland fisherman.
According to Netflix, he listened to a local radio station featuring fishermen talking about their work every day while preparing to master the regional accent.
Charlie Heaton, who plays Calvin’s son Wade, also spent time around St. John’s soaking up Newfoundland culture.
The show’s creator, Jesse McKeown, has been visiting Newfoundland for years and said he had long wanted to create something set there.
Newfoundland Is About To Be Seen Around The World
The Times Square billboard might be funny, but the exposure behind it is pretty huge.
Below will launch globally on Netflix on October 8, putting Newfoundland’s landscapes, communities and culture in front of viewers around the world.
The six-episode series combines Newfoundland scenery and culture with local folklore, family drama and a mysterious creature lurking in the ocean.
And before the show has even arrived, Newfoundland has already made it all the way to Times Square.
Apparently all it took was Josh Hartnett in fishing gear.
Below premieres on Netflix on October 8.
Cover photo retrieved from https://www.saltwire.com/newfoundland-labrador/josh-hartnett-embraces-his-newfoundland-era-with-a-times-square-billboard-and-an-accent-lesson-on-the-tonight-show
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