News release

New Marketing Campaign Aims to Attract Visitors from Ontario and Quebec

Tourism Nova Scotia is launching a $2.25 million marketing campaign focused on travellers from Ontario and Quebec, as Nova Scotia opens its borders Wednesday, June 30.

“A strong tourism industry is a key part of our economy and we are pleased to be in a position to welcome travellers from other parts of Canada back to Nova Scotia,” said Labi Kousoulis, Minister of Inclusive Economic Growth and Minister responsible for Tourism Nova Scotia. “Both Nova Scotians and visitors to the province are key to helping tourism operators and other businesses begin to recover, grow and thrive.”

The campaign, called Do More in Nova Scotia, showcases a sampling of the many things to see and do in Nova Scotia. It will help travellers get a sense of Nova Scotia and provides an array of possibilities for a vacation in the province.

The campaign – part of the $18.2 million tourism restart package announced earlier this month – includes television ads, digital videos, radio spots, social media, billboards, display ads and search marketing tactics. The restart package includes a variety of supports to help the industry, which has been hard hit by the pandemic.

These marketing activities mark the return of leisure travellers from outside of Atlantic Canada, who will be able to enter Nova Scotia without self-isolation if they have been fully vaccinated.

Quotes:

"Nova Scotia is a quick flight or easy drive from Ontario and Quebec. We’re ready to share our wide-open spaces and beautiful downtowns with visitors. From tidal bore rafting to winery tours, to Peggy’s Cove and the Cabot Trail, to all of the amazing arts, culture, and outdoor experiences in between, there is no shortage of safe and fun experiences to enjoy throughout the province.”

Darlene MacDonald, acting CEO, Tourism Nova Scotia

We can’t wait to welcome our neighbours from Ontario and Quebec once again. These are important markets for Cape Breton Island and this marketing campaign will help give travellers confidence to make their vacation plans here and in Nova Scotia. Terry Smith, CEO, Destination Cape Breton Association

Quick Facts:

  • about $2.25 million will be spent on this summer/fall campaign in Ontario and Quebec
  • Tourism Nova Scotia launched a $1 million Atlantic Canada marketing campaign, called Do More, on June 15 to remind Atlantic Canadians that because Nova Scotia has so much to offer, it deserves more than one trip
  • Tourism Nova Scotia’s Rediscover Nova Scotia campaign targeting Nova Scotians will cost about $1.3 million
  • Tourism Nova Scotia conducted a return on investment study of its 2020 marketing campaign targeting Nova Scotians and found that every dollar spent on media buy generated $34 in tourism spending in the province
  • in addition to these campaigns, Tourism Nova Scotia recently launched its #ShineOnTourism communications campaign, to remind Nova Scotians of their role as ambassadors, foster pride and confidence in the tourism industry, and raise awareness of the value of tourism; the budget for this campaign is $150,000

Additional Resources:

More information about Tourism Nova Scotia advertising campaigns: https://tourismns.ca/marketing/advertising-campaigns

Nova Scotia's trip planning web site: https://NovaScotia.com

The 2021 Doers and Dreamers Guide (English): https://www.novascotia.com/travelguide

The 2021 Doers and Dreamers Guide (French): https://www.novascotia.com/fr/guidetouristique

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Media Contact:

Zandra Alexander
902-424-5496 Email: