Downhome magazine has set afloat 25 bottles in Conception Bay, Newfoundland in what is a spin on the "message in a bottle" meme. Each has the name of a finalist in a competition called "Give a Gift of a Dream Cruise Vacation". The person whose name is in the first bottle found wins the cruise. The person who finds the bottle gets a $100 gift certificate to the Downhome retail shop in St. John's and a free subscription. The promotion, in which entrants were nominated by readers over the past six months, is being conducted in collaboration with Universal Travel.