As travel begins to resume through the summer of 2021, Tourism Nova Scotia is ready with marketing campaigns to encourage as much tourism activity as safely possible. Campaigns will roll out as public health restrictions ease and travel demand grows.
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.
The Rediscover campaign video builds pride of place by using a voice over to celebrate the Nova Scotians who stick close to 'Home,' while showcasing breathtaking visuals of the experiences found in Nova Scotia.
The ads drive interest by reassuring Nova Scotians that sticking close to home this summer and fall is not because they are unadventurous, but that they simply understand that home is more than a house, it is an entire province and it’s always been here, waiting to be re-discovered.
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 showcases the range of places to go and experiences available right here at home through radio, digital, social media, billboards and paid search.
The Rediscover Nova Scotia campaign will run until the end of October, with fresh imagery for fall. The Wintervention campaign will return to keep people exploring during the colder months.
Fresh fall ads began running the week of September 6 to remind Nova Scotians that fall is a perfect road trip season! The Rediscover Nova Scotia campaign runs within Nova Scotia until the end of October and includes digital (video, audio, display), search, out-of-home, and social media ads, as well as a sponsored content program with Saltwire.
The Do More in Nova Scotia campaign reminds Atlantic Canadians that there is still so much more to do in Nova Scotia. You're going to need more than one trip! The campaign launched the week of June 15 and will run year-round.
Nova Scotia has a lot in common with our Atlantic neighbours. But Nova Scotia stands apart in terms of the variety and the volume of things to do. The Do More in Nova Scotia campaign will run year-round in New Brunswick, Prince Edward Island and Newfoundland, reminding our neighbours about all of the incredible experiences available in Nova Scotia in all seasons.
The campaign will include TV, digital video, radio, social media, billboards, display ads, and paid search.
From classic experiences like whale watching and driving the iconic Cabot Trail, to unexpected delights like tidal bore rafting—the Do More in Nova Scotia campaign shows this province is full of so many exciting and unique adventures that will make a trip truly unforgettable.
Tourism Nova Scotia launched a Do More in Nova Scotia campaign in other parts of Canada, with a focus on Ontario and Quebec as proximity will be an important consideration for travel in 2021. The campaign highlights iconic Nova Scotia attractions that set the province apart from other Maritime destinations, and showcases the wide variety of things to see and do while on vacation here.
The campaign launched the week of June 28 and includes TV, digital video, social media, billboards, display ads, and paid search.
Tourism Nova Scotia launched an advertising campaign in the Northeastern United States the week of August 9. The campaign includes TV, digital display and video, social media ads, and search. The campaign runs until the end of September to encourage late summer and early fall trips. The Do More in Nova Scotia creative highlights the many unique experiences Nova Scotia offers from world-class culinary and wines to outdoor adventure and marine life viewing and more.
Here are some examples of digital display ads.
New fall ads launched the week of September 6 to remind travellers about the incredible activities, flavours, and colours Nova Scotia offers in the autumn.
The Do More campaign runs in Atlantic Canada until the end of October, and Quebec, Ontario, and the Northeastern United States until the end of September. All campaigns include digital (video, audio, display), search, and social media ads. Traditional television ads will run in Atlantic Canada and Boston. PEI and New Brunswick campaigns will also include out-of-home and radio tactics. In Ontario, there is a sponsored content program with The Globe & Mail and Narcity and in Quebec, there is a sponsored content program with Quebecor publications Salut Bonjour, Espaces and Journal de Montréal & Journal de Québec.
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.
The campaign is currently paused due to public health and travel restrictions.
Nova Scotians have done a great job following public health guidelines and staying close to home. It's why we've done so well through the pandemic. Now it's time to remind Nova Scotians of their role as welcoming ambassadors, foster pride and confidence in the tourism industry, and raise awareness of the value of tourism to our quality of life.
Nova Scotia’s tourism industry has two things going for it that no other destination has: Nova Scotia and Nova Scotians. Nova Scotian tourism operators have continued to amaze with their dedication, resourcefulness and commitment to providing experiences that make our communities better for locals and visitors alike. This campaign is our salute to them and rallying cry for the province at large.
The campaign is launching the week of June 7 and runs for six weeks. It includes TV, digital video, print, social media, toolkit. The campaign as a designated landing page, and a new Facebook Page.
We are encouraging tourism businesses, organizations, communities and all Nova Scotians to get involved in the campaign and shine a light on tourism!
Get Involved - Industry Marketing Tools
Rediscover Nova Scotia & Do More in Nova Scotia
The 2021 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.
Shine on Tourism
A series of templates (image overlays) will be available for download, so tourism businesses and Nova Scotians can post to social media using the campaign branding and look and feel – and shine a light on the thousands of people and businesses that contribute to tourism in every community of Nova Scotia. The toolkit also includes tip sheets with advice on using the templates and content ideas.