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Great Canadian Lobster Fishing Adventure, White Point Beach Resort, Nova Scotia

Tourism Nova Scotia Wins National Travel Media Award

Wednesday, August 14, 2019

Tourism Nova Scotia has taken home the 2019 Explore Canada Industry Award of Excellence for its Nova Scotia Lobster Crawl Media Campaign.

Each year, Destination Canada celebrates the storytelling of the travel media and tourism industry that inspires travellers to discover Canada.  Their “Explore Canada Awards of Excellence” were presented on August 13 at the organization’s annual GoMedia conference in Ottawa, ON.


We are honoured to be recognized by Destination Canada for our strategic and innovative media campaign in support of the Nova Scotia Lobster Crawl. Expanding the tourism season is one of the key “game changer” opportunities to help grow revenues and reach the $4 billion goal. Recognizing the potential of the Nova Scotia Lobster Crawl to motivate travel outside of the peak tourism season, Tourism Nova Scotia partnered with the South Shore Tourism Co-operative to host small groups of media during the Crawl. Travel writers and influencers from Canada, the United States and the United Kingdom went lobster fishing, visited lobster pounds, explored art shows, sampled lobster-infused beer, helped crown the “Best Lobster Roll,” and met ‘Lucy’ the shadow-seeking Lobster on Groundhog Day. The campaign generated extensive media coverage and some of the highest levels of engagement on the Visit Nova Scotia social media channels.

Making this recognition even sweeter is the individual award/nomination for Pamela Wamback, our Media Relations Advisor. Pamela has been a tireless ambassador for Nova Scotia, hosting hundreds of media and travel influencers and raising the profile of the world-class experiences we offer visitors.

“These nominations prove that Nova Scotia’s story and the hard work of our media relations team is resonating on the national stage,” said Michele Saran, CEO of Tourism Nova Scotia. “It’s a true honour, and one we’re thrilled to share with our partners at the South Shore Tourism Co-operative.”

“The relationships we develop with our media partners are vital to sharing the story of Nova Scotia’s incredible travel experiences. Receiving a nomination from a media partner is both meaningful and humbling,” added Pamela.

The goal of our travel media program is to raise awareness of the fantastic vacation experience Nova Scotia offers by influencing positive media coverage about the province in our key markets. We are proud of the work Pamela and the media relations team is doing to build relationships with media and travel influencers, and the fantastic results they’ve achieved so far.