Newfoundland and Labrador’s tourism marketing has taken a Hollywood twist. The traditional serene and sunny campaign is now featuring some top-tier celebrity involvement. Josh Hartnett, known for his role in the upcoming Netflix series Below,, recently showcased a billboard in New York City’s Times Square promoting visits to Newfoundland and Labrador. The billboard humorously suggests that all local fishermen resemble Hartnett’s character in the show, where he portrays a fisherman dealing with a mysterious sea creature in a small coastal town.
The advertisement, bearing the official N.L. tourism logo, is placed alongside Netflix billboards promoting the series. The Newfoundland and Labrador tourism department has yet to respond to inquiries from CBC regarding the campaign.
To gauge the reaction of real fishermen, CBC’s Laura Howells took a photo of the ad and spoke with local fishermen. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of the region’s fishermen, jokingly attributing it to factors like weather or hard work. Another fisherman, Uriah Alcock, playfully remarked on the varying physical shapes of fishermen, while Leon Abbott emphasized the subjective nature of beauty.
Josh Hartnett has shared his positive experience filming in Newfoundland and Labrador, praising the warm reception he received from locals. He expressed his gratitude for the hospitality and openness he encountered during his time in the province. Hartnett’s fond memories have inspired him to bring that warmth and understanding back to Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounter with whales in Newfoundland and Labrador, which left a lasting impact on him. He also entertained the audience by teaching Fallon the traditional Newfoundland song, I’se the B’y, albeit with some light-hearted criticism of Fallon’s rendition.
Overall, Hartnett’s positive experiences in the province and his enthusiastic embrace of local culture are shaping his perspective and interactions in the entertainment industry.