Nova Scotia Tourism Marketing Campaign Better Than Ever
Tourism, Culture and Heritage (To Jan. 7)
March 21, 2005 2:14 PM
The most extensive marketing campaign Nova Scotia's tourism
industry has ever developed was launched today, March 21. Premier
John Hamm and Tourism, Culture and Heritage Minister Rodney
MacDonald unveiled the $7.7-million campaign to industry partners
and stakeholders.
"These new ads promote Nova Scotia as a coastal destination with
an extraordinary quality of life, enriched by beautiful natural
landscapes, genuine and friendly people, and a host of
experiences," said Premier Hamm. "These are some of the
attributes also connected with our new Brand Nova Scotia
program."
Last December, Mr. MacDonald announced an additional $15-million
investment for tourism, to be focused on marketing, product
development and regional tourism initiatives. Four million
dollars of that additional funding has been allocated
specifically to the $7.7-million campaign to concentrate on key
markets in Ontario, Quebec, New England and Atlantic Canada.
"The extra investment in marketing activities will help to
attract more visitors from our key markets and boost tourism
revenues," said Mr. MacDonald. "This campaign was designed to get
results and I'm confident it will leave a lasting impression on
potential and returning visitors."
The marketing campaign consists of direct marketing, television,
web-based marketing and magazine advertising with various
partners. The increased investment will enhance existing
advertising and promotional campaigns and will support major
television campaigns for the first time in the key markets of
Ontario, Quebec and New England. Nova Scotia's presence in the
Atlantic region also will be enhanced and will extend into the
fall season.
The talent of Nova Scotia musicians Matt Mays and Mary Jane
Lamond are used to create compelling new TV ads. Ads featuring
Mary Jane Lamond recently began airing in Ontario, Quebec and New
England, and will begin airing tonight in Atlantic Canada. Later
this spring, ads featuring Matt Mays will air in the Atlantic
region.
"Market research is at the base of all key decisions we make as
industry and government partners," said Charles Clerk, chair,
Tourism Partnership Council. "We are confident this campaign will
touch the hearts of potential visitors and convert them into Nova
Scotia's customers."
The Department of Tourism and Culture spends about $13.5 million
a year on tourism marketing and promotion.
Nova Scotia's $1.3-billion tourism industry provides jobs to more
than 33,000 Nova Scotians and is a significant source of export
dollars.
FOR BROADCAST USE:
The most extensive marketing campaign Nova Scotia's tourism
industry has ever developed was launched today (March 21st).
The seven-point-seven-million-dollar campaign targets
potential and returning visitors in Ontario, Quebec, New England
and Atlantic Canada.
Premier John Hamm says the new ads promote Nova Scotia as a
coastal destination with an extraordinary quality of life,
enriched by beautiful natural landscapes, genuine and friendly
people, and a host of experiences.
Tourism Culture and Heritage Minister Rodney MacDonald says
the extra investment in marketing activities will help to
attract more visitors and boost tourism revenues.
-30-
Contact: Ellen Lawless
Tourism, Culture and Heritage
902-424-7608
E-mail: lawlesee@gov.ns.ca
The most extensive marketing campaign Nova Scotia's tourism
industry has ever developed was launched today, March 21. Premier
John Hamm and Tourism, Culture and Heritage Minister Rodney
MacDonald unveiled the $7.7-million campaign to industry partners
and stakeholders.
"These new ads promote Nova Scotia as a coastal destination with
an extraordinary quality of life, enriched by beautiful natural
landscapes, genuine and friendly people, and a host of
experiences," said Premier Hamm. "These are some of the
attributes also connected with our new Brand Nova Scotia
program."
Last December, Mr. MacDonald announced an additional $15-million
investment for tourism, to be focused on marketing, product
development and regional tourism initiatives. Four million
dollars of that additional funding has been allocated
specifically to the $7.7-million campaign to concentrate on key
markets in Ontario, Quebec, New England and Atlantic Canada.
"The extra investment in marketing activities will help to
attract more visitors from our key markets and boost tourism
revenues," said Mr. MacDonald. "This campaign was designed to get
results and I'm confident it will leave a lasting impression on
potential and returning visitors."
The marketing campaign consists of direct marketing, television,
web-based marketing and magazine advertising with various
partners. The increased investment will enhance existing
advertising and promotional campaigns and will support major
television campaigns for the first time in the key markets of
Ontario, Quebec and New England. Nova Scotia's presence in the
Atlantic region also will be enhanced and will extend into the
fall season.
The talent of Nova Scotia musicians Matt Mays and Mary Jane
Lamond are used to create compelling new TV ads. Ads featuring
Mary Jane Lamond recently began airing in Ontario, Quebec and New
England, and will begin airing tonight in Atlantic Canada. Later
this spring, ads featuring Matt Mays will air in the Atlantic
region.
"Market research is at the base of all key decisions we make as
industry and government partners," said Charles Clerk, chair,
Tourism Partnership Council. "We are confident this campaign will
touch the hearts of potential visitors and convert them into Nova
Scotia's customers."
The Department of Tourism and Culture spends about $13.5 million
a year on tourism marketing and promotion.
Nova Scotia's $1.3-billion tourism industry provides jobs to more
than 33,000 Nova Scotians and is a significant source of export
dollars.
FOR BROADCAST USE:
The most extensive marketing campaign Nova Scotia's tourism
industry has ever developed was launched today (March 21st).
The seven-point-seven-million-dollar campaign targets
potential and returning visitors in Ontario, Quebec, New England
and Atlantic Canada.
Premier John Hamm says the new ads promote Nova Scotia as a
coastal destination with an extraordinary quality of life,
enriched by beautiful natural landscapes, genuine and friendly
people, and a host of experiences.
Tourism Culture and Heritage Minister Rodney MacDonald says
the extra investment in marketing activities will help to
attract more visitors and boost tourism revenues.
-30-
Contact: Ellen Lawless
Tourism, Culture and Heritage
902-424-7608
E-mail: lawlesee@gov.ns.ca