Newfoundland has a new tourism campaign on.
It ain't pretty.
Text of ad: Discovery is a fearless pursuit. Certainly, this was the case when the Vikings, the first Europeans to reach the new world, landed at L’Anse aux Meadows. While it may only be a three-hour flight for you, it was a considerably longer journey a thousand years ago. But it’s a place where mystery still mingles with the light and washes over the strange, captivating landscape. A place where all sorts of discoveries still happen every day. Some, as small as North America. Others, as big as a piece of yourself.
Ok, so we get that Newfoundland-Labrador Tourism is speaking more of discovery in terms of the self/Oprah kind here, not the Columbus kind. But as Johanna notes, there is still something off-putting about fusing the notion of colonisation with pop-psych finding yourself, and that fact that the land is so strange and sparkly.
This ad seems to encapsulate two of the ways that North America cleanses the story of its origin, refusing to acknowledge that our nations are founded on genocide.