Newfoundland and Labrador Tourism have kicked off the key travel booking season with a new TV ad, aimed at encouraging travelers to visit Newfoundland and Labrador.

The spot, created in partnership with Target, picks up from last year’s “No Song Unsung” campaign and features stunning visuals of cinematic landscapes (all included in previous ads), a charming soundtrack, and a poetic voiceover (provided by three-time Gemini award winner Leah Pinsent) saying “This is a place where imaginations can run wild. Maybe it’s time to come set yours free.”

The soundtrack is an original piece of music composed by TA2 Sound.

Among the places showcased throughout the commercial is the Gros Morne National Park, a UNESCO World Heritage Site high on many Canadians’ must-see list.

Creative director TJ Arch explained that “The use of archival footage was partly because that old film taken from helicopters is just gorgeous and timeless” “And partly because it allowed us to keep some powder dry.”

The campaign includes TV, social, digital and print.