Province Contracts New Tourism Marketing Agency

Extreme Group has won the bid to become the new strategic marketing partner for the Nova Scotia Tourism Agency.

"Through the Nova Scotia Tourism Agency, government is taking a new approach to tourism that will help the province reach its fullest potential in this highly competitive global market," said Percy Paris, Minister of Economic and Rural Development and Tourism. "In a rigorous and fair competitive process, Extreme has proven that they are the best partner to support the tourism agency in its objectives."

Extreme Group is an accredited, full-service marketing agency based in Nova Scotia.

The evaluation committee for the tender included representatives from Communications Nova Scotia, Economic and Rural Development and Tourism, the interim board of the Nova Scotia Tourism Agency, and marketing experts from the private sector and Nova Scotia's tourism industry.

The province has contracted a tourism marketing agency for many years to provide strategic planning, advertising and promotional services for the annual provincial tourism marketing campaigns.

The new tourism marketing contract will provide flexibility and offers a number of cost-savings and value-added measures. The contract will begin June 1.

The term of the new contract is two years, with an option for a one-year extension. It will fall within the existing tourism budget.

"Extreme Group presented an experienced team that demonstrated dedication and passion for Nova Scotia tourism, and the work of the tourism agency," said Danny Bartlett, board member of the Nova Scotia Tourism Agency. "They have provided some very strategic and innovative ideas that will help support the long-term strategy for the industry, and we look forward to working with them."

Nova Scotia's tourism marketing campaigns incorporate strategic planning and leading-edge research to reach key markets in Germany, the United Kingdom, the United States, and Canada, that provide the greatest potential to attract visitors and revenue to the province.

Nova Scotia's tourism industry is an important contributor to the economy. The industry directly employs more than 22,000 people and generates annual revenues of $1.8 billion.