Province Launches 2008 Tourism Marketing Campaign

Travellers are hearing the call to make Nova Scotia their favourite place this summer, as Nova Scotia's 2008 tourism marketing campaign ramps up in markets around the world.

The theme this year is, So Much To Do - Make Nova Scotia Your Favourite Place.

"This campaign appeals to the unique experiences visitors have when they come to Nova Scotia," said Tourism, Culture and Heritage Minister Bill Dooks today, May 13. "Our new tourism brand where visitors are captivated by a culture of old world charm with a new world pulse, shaped by the sea and the spirit of our people comes alive in each TV ad, newspaper insert or radio spot."

The marketing campaign, which will consist of new television, radio, print and online advertising, will promote Nova Scotia to potential and return visitors in the key markets of Atlantic Canada, western Canada, Quebec, Ontario and northeastern United States. Working in partnership with the Atlantic Canada Tourism Partnership, the Canadian Tourism Commission and other in-market partners, Nova Scotia will continue to be promoted in key overseas markets, such as the United Kingdom and Germany.

A series of 30-second television ads will appear on all major networks in the Atlantic region. Running from spring to fall, the ads will feature some of Nova Scotia's best experiences including seacoast hiking, eating lobster on the docks, the Halifax nightlife, Cape Breton square dancing, enjoying the beach, a Nova Scotia vineyard or a sail on one of our most famous icons, the Bluenose II.

Radio ads will promote festival and events happening across the province including the 250th anniversary of the siege of Louisbourg, Ride the Lobster and Lobsterpalooza.

The province will also run consumer promotions including the Bluenose II visit to Toronto and Quebec where people will have an opportunity to see, hear and taste an enticing sampler of Nova Scotia's authentic seacoast product.

Nova Scotia is also participating in the Clipper Round the World Yacht Race where 14 clipper style yachts will arrive in Halifax and Sydney in early June. Building on successful events from last year, the province will also be in the Milwaukee Irish Festival and the Chicago Celtic Festival.

A forum will be set up on the novascotia.com website in early June so that people share their favorite place or thing to do in Nova Scotia.

Nova Scotia spends $20 million on marketing to attract visitors to come to Nova Scotia. Of that, about $6.6 million is spent on its advertising campaign to key markets.

For more information on the province's tourism marketing campaign or to view some of the ads please visit www.novascotia.com/media .