Gros Morne National Park and its world-renowned geology are front and centre in a new television commercial unveiled Monday, the latest in Newfoundland and Labrador's attention-getting tourism series.
The minute-long commercial features aerial views of many of the park's best-known features, including the otherworldly Tablelands, western Brook Pond and its western Newfoundland coastline.
The commercial will be the centrepiece of a 15-week national TV campaign that will be accompanied by newspaper and online ads as well as social media promotions.
Like others in the Find Yourself campaign the government launched in 2006, the commercial features colour-drenched vistas and closeups of visitors' faces.
"It has been said those who don't believe in magic will never see it," the announcer says in the voiceover.
"Little chance of that ever happening here."
Click on the video above to see it for yourself.
The province's tourism budget was cut by $4 million in last March's budget, even though the government acknowledges that the value of the tourism industry has now surpassed $1 billion in value to the economy.