Tourism Campaign Wins National Award

Nova Scotia's Right Here Right Now tourism marketing campaign has earned a national award.

The Department of Tourism and Culture's regional campaign was selected the marketing campaign of the year at the national Awards for Tourism Excellence in Montreal on Monday night, Oct. 27.

"The Right Here, Right Now campaign did an excellent job capturing some of the spirit and pride we have in our province," said Premier John Hamm, "and we're proud to see the campaign receive this national recognition."

The awards for tourism excellence were presented by the Tourism Industry Association of Canada at the 2003 National Conference on Tourism.

"This marketing campaign is another example of what can be accomplished through the great partnership the department has with the Tourism Partnership Council and the Tourism Industry Association of Nova Scotia," said Rodney MacDonald, Minister of Tourism and Culture. "The tourism industry challenged us to come up with something different and effective this year and this campaign certainly did the job."

Corporate Communications Limited (CCL) of Halifax, the department's advertising and marketing agency, researched, created, produced and managed all aspects of the campaign.

"The 2003 regional campaign imparted overwhelmingly good feelings in customers and, through the integration of TV, direct mail, and e-marketing, resulted in a response rate way above past efforts," said Chris Keevil, CCL's senior vice president advertising and marketing. "The aim of the Right Here, Right Now campaign was to make the potential visitor get a taste of the feelings they will experience when they visit Nova Scotia."

Research indicates the marketing campaign increased awareness of Nova Scotia as a destination of choice and also increased the number of enquiries from people planning their vacations.

"If there was ever a time when we needed something that stood out, it was during this very challenging year for the tourism industry," said Mr. MacDonald. "In the end, when we look back on 2003, we will be able to say that Nova Scotia did as well or better than any other area of Canada."