It’s rough. It’s tumble. It’s got grit all over it. It’s definitely not on the Government of Saskatchewan Tourism VI. That’s because this is how Saskatchewan is marketed in the United States for fishing and hunting experiences. It took years of presenting a concept like this for Tourism Saskatchewan to finally take the bait (ha!), but it paid off with a distinct brand that appeals to the US audience. This has been the US fish/hunt brand from 2023 to at least 2025.

When writing for these campaigns, Ford Truck commercials were always my inspiration. They’re tough, but premium. Not afraid of getting dirty. Rugged, yet ultimately high-end. That’s exactly the Saskatchewan experience we’re selling here. Here’s some highlights from 2023, 2024, and 2025 campaigns.