The RADIATE Tourism Program features 56 winter packages to inspire travellers to visit communities across Nova Scotia. The winter 2024 digital marketing campaign for packages is running January 8, March 1, driving traffic to a landing page featuring program partner packages: https://planyournovascotia.com/winter-travel-packages/
The RADIATE Tourism Program includes seasonal campaigns to increase awareness of fall and winter packages and drive traffic to the package listings to close the sale. Campaigns leverage TNS core marketing activities and are regularly optimized to increase performance.
This year, program campaigns features ads including local flavours, outdoor activities, culture and heritage, coastal and unique accommodations, as well as getaway inspiration promoted via social media and digital advertising buys. Ads are directed to Nova Scotia, New Brunswick and PEI travellers as the most likely markets to visit Nova Scotia during fall and winter. Program packages align with Maritime market research insights to increase appeal to regional travellers.
Being offered for the first time and promoted through the program are new winter winery packages and tours! RADIATE Tourism Program partners Domaine de Grand Pré Winery and Benjamin Bridge Vineyards are collaborating with Lightfoot & Wolfville Vineyards and Grape Escapes Nova Scotia Wine Tours to offer a tour, Winter Wine Escape, including lunch and wine tastings every Saturday and Sunday until the end of March. Program partner Magic Winery Bus is offering a new package, Valley Vintages Winter Tour, visiting these three wineries with a sommelier guide and wine tastings with appetizers on two dates this January and February. In addition to marketing support, RADIATE Tourism Program 2023-24 partners are supported with market research insights and package development coaching through Tourism Nova Scotia’s Experience Development Team.
To support season extension, partners in new winery winter packages will be featured in an influencer post, resulting in increased profile on social media and dozens of new photography assets that will be shared with partners to use in their marketing channels as well, benefitting many businesses and tourism partners.
The winter winery packages are also included in a social media carousel ads featuring clusters of packages themed in seven stories. For more information, the Flavourful Winter Packages story, Culture and Heritage Packages story, and Winter Escapes Packages story highlight Nova Scotia wine and local flavour packages with RADIATE Tourism Program partners in the valley area and across the province, including Planters Ridge Winery, Wine and Beer Tours of Nova Scotia, Tattingstone Inn, and The Evangeline and Longfellow Restaurant.