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Clean, fresh air is just a bag of popcorn and projection screen away. At least for the next two nights in Toronto, as Newfoundland & Labrador promotes itself with pop-up screens showing images of its sightseeing assets.

Three locations in the downtown core - Bloor & Spandina, Richmond & Jarvis and Eglinton & allen  Expressway - will be host to experiential stunts that run until July 8.

Last night marked the first of three events, with media by Titan and creative from St. John's based Target, where crows gathering around an outdoor monitor watching a film showcasing images of the whales, icebergs, colorful clotheslines and other scenes that aim to illustrate the province's fresh environment. Each film begins at 9:30 p.m. and will run intermittently for two hours while popcorn is distributed to onloookers.

Terry French, Minister of Tourism, Culture and Recreation, Government of Newfoundland & Labrador told MiC the objective of the campaigns to remind people of what the province can offer Torontonians, being an "ideal escape vacation destination away from the daily grind." The projections bring a bit of Newfoundland & Labrador fresh air to people in downtown Toronto at a time when they're struggling with high heat and humidity," says French.

"These Newfoundland & Labrador experiences can often seem larger than life when you're here, so it makes sense for use to project them on a larger-than-life scale," he added. "That way, people in Toronto can really picture themselves in Newfoundland & Labrador.

Source: Media in Canada - July 7 2011 by Jennifer Hom