The Calling All Doers campaign launched in Ontario, Quebec, the northeastern United States, United Kingdom and Germany in mid-February, two weeks earlier than in previous years. The goal is to catch people in those farther away markets when they are in the early stages of planning their summer travel. The campaign launched in Atlantic Canada in May. 

Calling All Doers uses a fresh and fun creative approach to highlight the breadth of things to see and do in Nova Scotia that people can’t experience anywhere else. In North America, ads will run on TV, billboards, digital video, digital display, digital audio, social media, and paid search, while the campaigns in Germany and the United Kingdom will focus on digital advertising.

The music in the ads was produced by a Nova Scotia artist specifically for the campaign. Famba, a producer and DJ from Halifax, created the soundtrack for the Calling All Doers ads to capture the unexpected delight travellers feel when they visit our province.