The newest innovative idea is a mobile piece of Newfoundland and Labrador which will cruise the streets of Toronto over the next three weeks in the form of Newfoundland and Labrador Tourism’s 'Get Carried Away' vehicle. The automobile will be offering free rides inside a cool, air controlled, spacious interior to pedestrians in the downtown core.

The Hon. Clyde Jackman, the province's Minister of Tourism, Culture and Recreation, says that the idea is to offer relief from high Toronto temperatures, as well as some friendly Newfoundland and Labrador hospitality as people feeling the brunt of the city’s heat and smog travel to where they need to go.

“This is a chance to have some fun with our tourism marketing campaign and give people a taste of Newfoundland and Labrador,” says Jackman. “The vehicle is a great way to convey our creativity, friendliness, and hospitality, at a time when people dealing with the peak summer season in Toronto could really use some comfort.”

Passengers will have the chance to escape to Newfoundland and Labrador for a refreshing drive of up to 15 minutes anywhere within the areas of St. Clair Avenue to Lakeshore Boulevard, and Bathurst to Parliament Street.

The vehicle, a roomy Crown Victoria, looks like a regular taxi on the outside, while the interior has been retrofitted to provide quality and comfort – from cool filtered fresh air, down to bottled Newfoundland and Labrador spring water. There is also a touch screen TV where passengers can watch eye-catching footage of the province.

Melanie Mooney is the Get Carried Away vehicle’s driver: a friendly and knowledgeable Newfoundlander and Labradorian with a background in film and theatre. She will provide answers to any questions about visiting the province as she drives passengers to their destinations.

The Get Carried Away vehicle runs on natural gas, and Newfoundland and Labrador Tourism will purchase carbon offsets to neutralize emissions for every kilometre driven. In partnership with WestJet, passengers will also have a chance to win a trip for two to Newfoundland and Labrador at www.getcarriedaway.ca.

Ad agency is St-John's-based Target.