Tourism Nova Scotia’s marketing strategy for 2020-21 has been focused on driving as much tourism recovery as possible as we navigate the COVID-19 pandemic. We’ve shifted our focus to regional markets that currently have access to the province. Our marketing plans will continue to evolve as public health restrictions ease and travel demand grows.
In June 2020, Tourism Nova Scotia launched a new marketing campaign encouraging Nova Scotians to explore the province and support local tourism businesses.
See the presentation from our 2020 Campaign Launch.
The Rediscover Nova Scotia campaign launched with a video featuring a rendition of "Somewhere Over the Rainbow" by Mahone Bay's Jennah Barry. The video began airing on television on June 25 and appeared online. A thirty second version followed later in the campaign, in addition to 15 second videos featuring a range of activities. Watch this playlist to see some of the videos.
The Rediscover Nova Scotia campaign focused on helping Nova Scotians visualize the incredible things they can do on a Nova Scotia vacation by highlighting Nova Scotia’s unique places and experiences. The campaign showcased the range of places to go and experiences available right here at home through radio ads, digital ads, and billboard and transit shelter ads.
Ads covered topics such as outdoor activities, family activities, golf, camping, wineries, beaches, and more.
Tourism Nova Scotia launched a fall campaign to encourage Nova Scotians to continue to Rediscover Nova Scotia. The fall TV spot features dramatic fall colours, delicious fall foods, and exciting adventures - set to a brand-new cover of the much-loved song “What A Wonderful World” performed by artist Reeny Smith, who hails from North Preston, Nova Scotia.
The campaign includes television and radio ads, billboards, digital banner ads and videos, search marketing and social media tactics that feature photos and videos created in partnership with local operators. Ads direct people to NovaScotia.com where they can discover more than 200 travel packages offered by Nova Scotia businesses.
Tourism Nova Scotia launched a marketing campaign in our neighbouring Maritime Provinces in early July to announce that Nova Scotia is open for business.
The We’re Open video aired in television ads in New Brunswick and Prince Edward Island in early July.
Advertisements were placed on billboards in New Brunswick and transit shelters on PEI.
Nova Scotia has a lot in common with New Brunswick and PEI. We share a culture and a coastline. But Nova Scotia stands apart in terms of the variety and the volume of things to do. In the second part of the Maritimes campaign, we invite our neighbours to Do More in Nova Scotia. The Do More campaign began about two weeks following the start of the We’re Open campaign (may want to include the date).
The videos air in advertisements on CBC, CTV, and Global.
The Do More campaign includes online, radio and video advertisements highlighting the exciting places and experiences Nova Scotia offers.
Tourism Nova Scotia launched fresh Do More ads in September to encourage Martimers to keep exploring Nova Scotia throughout the fall.
The campaigns include television and radio ads, billboards, digital banner ads and videos, search marketing and social media tactics that feature photos and videos created in partnership with local operators. Ads direct people to NovaScotia.com where they can discover more than 200 travel packages offered by Nova Scotia businesses.
The Ultimate Nova Scotia Road Trip contest invites people to post photos of themselves enjoying one, or as many possible, of 25 quintessential Nova Scotia activities – from whale watching to indulging in a late night donair – for a chance to win an incredible local getaway.
To enter the contest, participants post photos on Facebook or Instagram of themselves enjoying activities featured on the contest scorecard and include the hashtags #NSRoadTrip and #NovaScotiaNice. For each photo posted to social media using the hashtags, participants are entered to win the ultimate prize: a personalized trip including 6 nights/7 days anywhere in the province (as listed on NovaScotia.com). The more activities people take part in, the more chances they have to win.
The contest offers both inspiration and incentive for people to plan a late-summer or early-fall staycation. It will be promoted through digital billboards in Halifax, Dartmouth, and Sydney; YouTube video ads, digital display ads on Google Display Network, TV ads, and social media influencer engagement.
The Province of Nova Scotia, with the marketing expertise of Tourism Nova Scotia and our agency of record, m5 Communications, launched a new marketing campaign aimed at attracting Canadian remote workers for relocation or longer-term stays in Nova Scotia.
Population growth is a priority for Nova Scotia and was identified as a key goal in the One Nova Scotia Report. New residents, whether temporary or permanent, add to our dynamism and will help restore consumer demand in our hospitality, accommodations, arts and culture sectors. Attracting remote workers as new residents to Nova Scotia will accelerate the ongoing economic recovery of Nova Scotia.
Tourism Nova Scotia is staging a "Wintervention" and encouraging people to take back their winter with enticing staycations and packages.
The winter marketing campaign aims to get people out of the house to enjoy winter activities, shopping, dining, and cozy accommodations. Nova Scotians will see television ads, billboards, digital video and display ads, and social media ads directing them to a campaign landing page featuring winter getaways and packages. The campaign was launched in mid-February and runs until March 31.
Visit the campaign landing page at https://www.novascotia.com/wintervention
Get Involved - Industry Marketing Tools
The 2020 Marketing Toolkit can help your region or business embrace these campaigns to help make them bigger and better. Incorporate the logos in your marketing materials, use the campaign hashtags, and update your business and package listings on NovaScotia.com to align your marketing efforts with the provincial campaigns.
- Download the Rediscover Nova Scotia and We're Open logo packages (.zip)
- Download the 2020 Marketing Toolkit (pdf)
Tourism Nova Scotia is working with our marketing agency of record, m5 Marketing Communications, Destination Canada, and Google to ensure we have the appropriate insights to help us identify the right time to go into the right markets with the right message. We are following the advice of public health officials and will continue to share marketing updates as we move forward.