Plaskett Rocks for Nova Scotia at Abbey Road Studios

A historic music venue in London, England served as the stage for Nova Scotia to launch its latest tourism marketing promotion today, July 8. The province kicked off its sponsorship of the Jools Holland outdoor concert series at Abbey Road Studios, where the Beatles recorded.

Award-winning musician, Joel Plaskett, performed for travel media and guests at the iconic music studio. The reception featured a menu inspired by Taste of Nova Scotia to showcase the province's legendary hospitality.

"Nova Scotia is using creative marketing opportunities to reach our target tourism audiences," said Percy Paris, Minister of Tourism, Culture and Heritage. "Attracting visitors from potential growth markets, such as the United Kingdom, ensures our tourism industry continues to create good jobs and grow our economy."

This is the second consecutive year Nova Scotia is a key sponsor of the popular outdoor concert series, which attracts about 5,000 people to each event. Concert-goers will have an opportunity to enjoy some of Nova Scotia's premier music culture and a chance to win an iPad or the grand prize, a vacation for two to Nova Scotia.

Mr. Plaskett will perform at all five concerts during the series, beginning Saturday, July 10 at Eastnor Castle in Herefordshire for an audience of close to 6,500.

"I'm thrilled to be bringing a little bit of Nova Scotia to the UK stages. It's also very exciting to be able to play some songs at Abbey Road."

The Jools Holland concert series has been running for eleven years across the U.K. Mr. Holland is the host of the long-running BBC television show Later...with Jools Holland and has worked with artists from Smokey Robinson to Bono. He was awarded the Order of the British Empire in 2003.

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

More information on Nova Scotia's tourism marketing campaign and the Jools Holland concert series can be found at www.gov.ns.ca/tch/tourism/tourism-plan.aspx.