Tourism Promotions Underway in Ottawa, Boston

Tourism, Culture and Heritage (To Jan. 7)

June 17, 2010 10:17 AM

The province is telling the people of Ottawa and Boston why they should visit and experience Nova Scotia.

The promotions focus on real Nova Scotians telling stories of the unique experiences awaiting visitors to the province.

"We want to remind people that there is so much happening and so much to do and see in Nova Scotia," said Tourism, Culture and Heritage Minister Percy Paris. "These promotions are part of our overall campaign and showcase the unique experiences visitors have when they come to Nova Scotia."

Based on the success of the province's marketing efforts in the Ottawa market in 2009, Nova Scotia is once again focusing on the nation's capital.

The Ottawa promotion was launched in May and includes 30-second television commercials, newspaper advertisements and unique Skype and Look Live segments on CTV Ottawa's popular morning news/lifestyle show A Morning.

Skype is a software application that allows users to make video calls over the internet. The A Morning host will talk live daily with a Nova Scotian on location at one of the many experiences awaiting visitors.

The promotion includes six Skype segments. Segments showcasing the Bay of Fundy, Gaelic culture, Nova Scotia wine and the Antigonish Highland Games have aired and can be viewed at www.youtube.com/user/AMorningVideo by entering Nova Scotia in the search field.

The show will also feature Look Live, pre-recorded segments hosted by A-Channel personality Angie Poirier airing June 28 to Aug. 23. Ms. Poirier will be in Nova Scotia from June 18-24 filming segments to highlight the great experiences in Halifax, Eastern Shore, Yarmouth and Acadian Shores, and Fundy Shore and Annapolis Valley.

In Boston, Nova Scotia launched a six week promotion on June 14 highlighting the genealogical and culture links between the two destinations.

The promotion highlights the Routes to Your Roots page on www.novascotia.com and the Celtic Heart program to encourage Bostonians to visit Nova Scotia and explore common roots.

Routes to Your Roots is an exciting new way to plan a family history vacation in Nova Scotia. It allows visitors to search their roots geographically and locate accommodations and vacation experiences nearby.

Celtic Heart celebrates the only living Celtic culture in North America on Cape Breton Island with television, radio, newspaper and online advertising in the Boston area.

A Gaelic-themed television ad airs on WGBH Boston, and a radio ad broadcasts during the popular Saturday afternoon radio show Celtic Sojourn, which has a faithful audience familiar with the sounds of Nova Scotia.

In 2009, Nova Scotia welcomed 2,093,500 visitors, which provided an economic impact of $1.8 billion. Nova Scotia annually invests $7.2 million to market the province in key visitor markets.

"We know that tourism is an important economic activity for Nova Scotia and helps to make life better for families in every part of the province," said Mr. Paris. "We are working hard to support the industry and create good jobs that help to grow our economy."

Visits to Nova Scotia between January and April 2010 were up six per cent compared with the same time last year as the province welcomed 447,000 visitors.

Nova Scotia's integrated marketing campaign focuses on key markets in Canada, the United States and overseas. It includes television, print, and online advertising, media and travel trade relations, promotions, and social media.

For more information on the province's tourism marketing campaign visit www.gov.ns.ca/tch/tourism/tourism-plan.aspx or to view some of the ads visit www.novascotia.com/en/home/discovernovascotia/default.aspx .


FOR BROADCAST USE:

     The province is encouraging the people of Ottawa and Boston

to visit and experience Nova Scotia.

     The promotions, launched in June, focus on real Nova

Scotians telling stories of the unique experiences awaiting

visitors to the province.

     The promotion includes the use of Skype, targeted television

segments, newspaper and online advertising and a refreshed

tourism website.

     Tourism, Culture and Heritage Minister Percy Paris says

the province is working hard to support the tourism industry

because it creates good jobs and helps to grow Nova Scotia's

economy.

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Media Contact: Tina Thibeau
              Tourism, Culture and Heritage
              424-7643
              E-mail: thibeatd@gov.ns.ca