Newfoundland and Labrador Tourism, in collaboration with creative agency Target, has launched "Hello Humpback" — a groundbreaking digital initiative that blends artificial intelligence, science, and storytelling to redefine the whale watching experience.
At the heart of this first-of-its-kind platform lies a simple yet powerful idea: turning a photo of a whale into a living, evolving story. Through image recognition technology, travelers can upload a picture of a humpback whale’s tail — or fluke — to the Hello Humpback website. The system then compares the unique markings on the tail to a global database maintained by Happywhale, a renowned international marine research organization.
Once the whale is identified, a custom generative AI model takes over, weaving a personalized narrative based on real-world sighting data. The result? A scientifically accurate and emotionally resonant biography of that specific whale, creating a one-of-a-kind connection between visitor and animal.
“Tourism has always been about storytelling,” says TJ Arch, creative director at Target. “But with Hello Humpback, we’re not just telling a story — we’re inviting people to help write it. You take a photo of a whale in Newfoundland and Labrador, and suddenly you’re part of its history. That’s a powerful emotional moment, but it’s also contributing to real science.”
Indeed, the initiative goes far beyond digital novelty. Each uploaded photo becomes a valuable data point for marine biologists, helping to monitor migration patterns, population shifts, and the effects of climate change. When a previously identified whale is spotted again, its story is updated — and previous "encounters" are notified, reinforcing an ongoing bond between humans and the wild.
Hello Humpback is part of Newfoundland and Labrador Tourism’s broader strategy to attract experience-driven travelers who crave authentic and meaningful encounters. It also aligns with the province’s commitment to sustainable tourism, encouraging low-impact, educational adventures that foster conservation and deep ecological appreciation.
“This was a chance to bring together everything that makes this province special — the whales, the science, the people, and the storytelling,” said Catherine Kelly, president of Target. “And do it in a way that no other destination in the world can.”
From a photo to a story, from a tourist to a contributor to marine research — Hello Humpback is more than an experience. It’s a movement toward a more engaged, informed, and emotionally rich way to travel.
