I attended a conference in St John's. Two of our plenary speakers ended up in New Brunswick. One missed their slot, the other was scheduled for day 2. This is a familiar problem, and the organizers PLASTERED the website with reminders to avoid NB.

I'm told that the second s in St John's stands for screech. (or, I just came up with that mnemonic on the spot. we may never know)

Am from Saint John. Every time I tell someone from away where I'm from, I make sure to tell them "The one without the 's'."

There's also a St John, Virgin Islands.

I personally know several people who have made that exact mistake, ending up in not just the wrong city but the wrong province by travelling to St John's when they meant to go to Saint John or vice versa.

Mnemonic:

Newfoundland and Labrador = 2 entities => Saint John's

New Brunswick = 1 entity => Saint John

St John, Indiana is about 35 miles SSE of Chicago.