News Release Archive
ECONOMIC RENEWAL--NS PENETRATES GERMAN CONSUMER MARKET
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Nova Scotia made its first move to enter the living rooms of
the German consumer market with an eight-page insert in the
next edition of GEO Special, the upscale German equivalent
of National Geographic Traveller. The insert, which will
appear in a special Canada edition, also marks a new phase
of marketing the province in Germany.
Over the last five years, marketing officials have worked to
ensure Nova Scotia is recognized as a choice nature-based
destination by the German travel industry. Marketing efforts
have included familiarization tours and working with tour
wholesalers and international partners both in Europe and
here at home.
Additional exposure Nova Scotia gained as a result of last
summer's G7 Summit also helped raise Nova Scotia's profile.
"We have now reached a level of recognition to aggressively
sell our tourism product directly to the German consumer,"
said Economic Renewal Minister Robbie Harrison.
The GEO insert features colourful photos and text,
highlighting each of the province's scenic travelways,
festivals, outdoor adventure, culture and diverse landscape.
A relief map of Nova Scotia created in partnership with the
College of Geographic Sciences enhances the insert, giving a
detailed representation of the variable terrain of the
province.
"Nova Scotia is becoming a choice travel destination for
Europeans and we are confident our efforts will result in
increased German visitation," the minister said.
Figures from the Canada Tourism Commission and Tourism Nova
Scotia indicate the number of German visitors to Nova Scotia
is on the upswing. Last year 9,000 Germans visited Nova
Scotia, a 29 per cent increase over 1994, making it the
fastest-growing European market.
As a tourism marketing consultant in Germany and the
translator for the Nova Scotia insert, Stefan Much says Nova
Scotia is sure to stimulate the interest of GEO readers.
"The Nova Scotia insert is like a personal invitation to
come share and enjoy what Nova Scotia so proudly offers,"
said Mr. Much. "I am convinced many of the more than two
million GEO Special readers will feel the same way."
Air access to Nova Scotia is integral to the growing
overseas market. From May through October 1996, a total of
63,920 seats will be available to Halifax from Europe. This
is a combined capacity from Air Transat, Canada 3000,
Icelandair and Air Canada.
GEO Special has a circulation of 280,000 and hit newsstands
in Europe last week.
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Contact: Marsha Andrews
Nova Scotia Marketing Agency
Tel: 902-424-4207
Fax: 902-424-2668
E-Mail: econ.mandrews@gov.ns.ca
trp Feb. 14, 1996 - 2:32 p.m.
