Along a monotonous stretch of road leading to Conception Bay South, there are three 10-by-20-foot signs, printed in large white letters with an apparent message of love.
"KR loves Sonia", declare the signs, with "loves" denoted by a heart.
Who KR and Sonia are, however, remain a mystery.
"I want to be able to say, and I tried to let them do that, but they would not let me." – Phil Quann
The Billboard company, Pattison, speaks ill of the details.
The Telegram asked St. John's sales representative, Phil Quann, if there really is a person with the initials K.R. who loves someone named Sonia.
Quann said there is more to the story than that – but he did not provide specific details, claiming the client does not want to divulge any information.
"I wish I could tell you," he said.
"I want to be able to say that, and I tried to let them do it, but they would not let me."
Speaking about the person behind the billboard request, Quann referred to the person as "he" and "them", although he told The Telegram that he could not confirm the genre of K.R.
Pattison's general manager of the Atlantic region, Sherry Kirwin, has confirmed that billboards are not Pattison's advertising trick.
"It's real – someone contacted us to book the space and we helped them create the message," she said.
"It's a real person, reaching out to another real person."
According to Quann's estimates, this message is costing $ 1,000 to $ 1,600 per card per month, and he said the three panels have been erected since November. This means that whoever is behind the billboards probably has already spent something around $ 10,000.
Quann said he never spoke directly to the person behind the billboards.
"I do not even know his name, which is very funny because he has these billboards – I do not really understand," Quann laughed.
"He asked someone to call on his behalf to book the forum, so I did not know anything about him, and at that time the caller said he could not divulge any information about it – it's just a personal message to someone.
"All I know is that he called me and said that I wanted to put those specific words on the board, and by the time we booked, I did not even know if it was something we could do."
"He – or she, whoever – does not want to divulge what it is." – Quann
Quann said he called his boss, who said the company was okay with the message as long as it does not hurt anyone.
Quann said he doubts K.R. will publicly reveal the story behind the billboards.
"He – or her, whoever – does not want to divulge what it is."
The Telegram asked if Sonia even knew this mysterious K.R. person.
"I do not know, but I'd say … I hope so," Quann laughed. "I feel that if they did not know this person, or if it was something they did not want up there, then someone would call and ask me to take it down."
The billboards will remain in place until the mysterious client asks them to withdraw, or until someone else reserves the space.
This is not the first love-themed poster that Pattison has created.
"A few years ago, we actually had a personal ad on a billboard in Halifax," Kirwin said. "Someone wore a billboard similar to a personal ad in the paper, it was like a single white woman looking for it, so that drew a lot of attention."
However, Halifax billboard may have some competition with these K.R. loves Sonia billboards. Quann exhaled and laughed when asked how many people contacted the company about them. He said the requests for information were "numerous".