Discover Saint John’s ‘Hula’ Mural Attracts Global Recognition

August 28, 2018

Seatrade Cruise Awards 2018 Announce Finalists

Saint John, NB, August 27, 2018 – Discover Saint John has been short-listed as a finalist at the Seatrade Cruise Awards 2018 in the category of Marketing Initiative of the Year Award for their ‘Hula’ tidal mural.

In 2017, Discover Saint John invited world renowned extreme mural painter, Hula (Sean Yoro) to battle the world’s highest tides on his stand-up paddle board to create a one of a kind mural on the Bay of Fundy, in the heart of uptown Saint John.

“The tides are most often depicted in rural coastal locations but as the only city on the Bay of Fundy, we were searching for innovative ways to illustrate the power of the tides in an urban setting,” explains Victoria Clarke, Executive Director of Discover Saint John.  “Sean’s large social media following and the cool factor of this project ‘put us on the map’ for people around the world. “

Hula had to work with the tides that rise and fall up to 28 feet twice a day – this only happens on the Bay of Fundy. This meant timing his painting with the tides as he could only access sections of the mural as the tides allowed – working around the clock was not unusual.

International and national media outlets including CNN, CTV and CBC covered the painting and countless art, surf, lifestyle websites and social channels have shared the video around the world. And on September 6, 2017 featured Hula’s disappearing mural on the front page with an interview with Hula bringing the concept full-circle (Discover Saint John had first discovered Hula on  Hula’s own social media channels and website have generated over 6.4M views and engagements.

Hula’s work in Saint John has helped raised the profile of the Bay of Fundy by reaching previously untapped markets with an interesting, beautiful story of the tides.

The winner of the Seatrade Marketing Initiative of the Year will be announced at Seatrade Cruise Med 2018 on 19 September  at Pátio da Galé, Lisbon, Portugal. Seatrade Cruise Awards is the industry’s premier award scheme.

The winner of the 2017 award was a partnership between Holland America Line and O, The Oprah Magazine.

Media Contacts:
Jillian MacKinnon                                                                            
Director or Marketing and Communications, Discover Saint John