Newfoundland and Labrador wants to hire a firm for a five-year $10M marketing campaign to encourage people to move to Canada’s easternmost province.

The Department of Immigration, Population Growth and Skills has a goal of luring 5,100 permanent residents annually through 2026. 

That target represents less than one percent of NL’s population of about 540K. About 40 percent of NL’s people live in the capital city of St. John’s.

The NL newcomers may come from other parts of Canada or elsewhere in the world.

The marketing partner will pitch NL’s “beautiful landscapes, arts & culture, well-developed infrastructure, low cost of living, progressive social programs and world-class affordable post-secondary education,” according to the RFP.

The firm will bring “big picture, strategic thinking to the table to guide decisions around goals, objectives, targets and tactics.” 

It will “challenge traditional marketing methods, dig deep into available research and consider new innovative approaches and opportunities for growth.”

Proposals are due Sept. 27 for the immigration push that is expected to kick off on Dec. 2. 

Interested firms must register at NL’s electronic bidding system at

Read the RFP (PDF).