A giant digital advertisement in Times Square promoting the new Netflix series Below, which was shot in this province, has some people wondering how much the province spent on the ad.

The answer is nothing.

The billboard is framed as a tongue-in-cheek tourism promotion, saying “Visit Newfoundland and Labrador” and showing actor Josh Hartnett; teasing “All our fishermen look like this. Don’t yours?”

The provincial government says it did not provide any financial contribution to the campaign, but was aware of the ad and approved the use of the government logo for the promotion of the Netflix series.

The province meanwhile, is delighted with the exposure, saying productions like Below puts the province, its culture and landscapes in front of global audiences.

The series premieres October 8.