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New Marketing Campaign Invites Travellers to Do More in Nova Scotia

Friday, April 26, 2019

Tourism Nova Scotia has launched a 2019 marketing campaign aimed at attracting first-time visitors from key markets in North America.

The 2019 “Do More in Nova Scotia” campaign is an evolution of the very successful “If You Only Knew” campaign which ran from 2016 to 2018. It’s focused on creating awareness about Nova Scotia as a vacation destination in our target markets, and helping travellers visualize the incredible things they can do on a Nova Scotia vacation.

The campaign includes television ads, digital banner ads and videos, search marketing and social media tactics that feature video created with local operators. Music featured in the ads is the song “Get Me Through the Night,” by Nova Scotia artist, Dave Sampson.

Tourism Nova Scotia has also launched a digital marketing campaign in the United Kingdom (UK) and Germany, focused on raising awareness of Nova Scotia and direct flights to the province. Overseas marketing in 2019 will continue to feature the “If You Only Knew” campaign, which has been used for only two years in these markets and performs well.

Destination marketing helps build awareness and keep Nova Scotia top-of-mind as a vacation destination in the highly competitive global tourism market. Tourism Nova Scotia is investing advertising dollars where we get the best value and targeting higher spending visitors.  All our marketing happens outside of Atlantic Canada, using our resources to attract national and international visitors.

In 2018, Tourism Nova Scotia commissioned a marketing return on investment (ROI) study. This study estimated that for each $1 invested in media buy in our target markets of Quebec, Ontario, Northeastern United States, and UK, visitation influenced by the campaign generated $25.97 in tourism spending in Nova Scotia, a strong result for the 2018 campaign.

We are looking forward to inspiring more travellers to book their first Nova Scotia vacation with this year’s campaign.

Learn more about Tourism Nova Scotia’s 2019 marketing campaigns.

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