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Print full color ads still work in travel, though we wonder if the print NYT travel section is the best venue for catching the attention of New Yorkers, at least the young and active potential tourists these ads feature.
Come summer — we in New York City will eventually have a real one, we hope — and Canadian provinces within a day’s driving or short flying distance of NYC start revving up their tourism marketing plans.
Some of those plans involve plastering billboards in the City or subway, a very effective way in our opinion. Some of them still go for the quaint print ads in newspapers, and the New York Times’ weekend travel section is the beneficiary, nevermind digital.
The last two weekend editions of the NYT travel section have been a battleground of sorts for four different Canadian provinces, with half-page full color spreadouts. These are: Nova Scotia, New Brunswick, Newfoundland Labrador and Prince Edward Island.
Below are these ads from last two weekends: