News release

Nova Scotia Tourism Marketing Campaign Better Than Ever

Tourism, Culture and Heritage (Dec. 2003 - Jan. 2011)

TOURISM, CULTURE AND HERITAGE--Nova Scotia Tourism Marketing Campaign Better Than Ever


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.