Fog Gets Clever: Our Uptown Campaign Turns Saint John’s Weather Into Wordplay

By the Porter O'Brien Team

July 2025

While most of New Brunswick is wilting in a heatwave, Uptown Saint John remains cool, calm and foggy.

Locals call it “natural air conditioning.” We call it inspiration.

This summer, we opened the doors to our new office at 36 Princess Street, a historic space perched near the harbourfront where Saint John’s most iconic weather system rolls in like clockwork. To mark the move, we launched a playful window campaign that’s already turning heads:

“Don’t let your message get lost in the fog.”

Why fog?

Because in Saint John, fog isn’t just a forecast,  it’s a fact of life. And for a communications firm like ours, it’s the perfect metaphor. Whether it’s political noise, brand confusion, or crowded public discourse, we help our clients cut through the fog and get their message heard.

“We’re in the business of cutting through the fog,” said Jessica Sundblad, our Saint John-based Business Development Manager. “That can mean policy, public opinion, or perception. But here, it also means literal fog. So we ran with it.”

A window with a wink

The campaign, printed in clean black-and-white text, now lives on the corner of Prince William and Princess Street. It’s more than clever, it’s a signal that we’re embracing our new home with both strategy and style.

Saint John is a city with edge, history, ambition and a creative spirit that we see reflected in our clients and community. That’s why our presence here isn’t just geographical. It’s intentional. It’s invested.

We chose 36 Princess Street not just for its beautiful brickwork and arched windows (though we do love those), but because it sits at the crossroads of past and future. It’s a symbol of everything Saint John is becoming. Our office was once the city’s first city hall. Today, it’s home to bold thinking and clear communication.

Come see for yourself

Combined with our teams in Fredericton and Moncton, Porter O’Brien now operates in all three of New Brunswick’s major urban centres delivering services in strategic communications, government relations, and management consulting.

Whether you’re a neighbouring business, potential collaborator, or just fog-curious, stop by our office or reach us at info@porterobrien.com.

And if you see the fog rolling in, remember:

Message matters. Make sure yours gets through.