This year the RADIATE Tourism Program winter campaign features 52 packages from 32 program partners providing inspiration for Maritimers to explore communities across Nova Scotia. The winter 2026 digital marketing campaign is running January 19 through March 6 driving traffic to a landing page featuring program partner packages: https://novascotia.com/winter-travel-packages/
The RADIATE Tourism Program helps tourism businesses and attractions develop and market packaged activities and services to local and Maritime region travellers. Program packages align with Maritime market research insights to increase appeal to regional travellers. Many of the packages this winter feature unique culinary experiences and local flavours to delight guests.
RADIATE package ads are designed to drive bookings by reaching Maritimers who are actively planning a trip this winter. The campaign builds on the Compelling Tourism Communities Initiative (CTC) by retargeting audiences who have already engaged with CTC ads, while also reaching new potential visitors who have demonstrated interest in Nova Scotia through their online browsing and travel-related searches. Tactics include digital display advertising on Google, as well as social media ads on Meta and Pinterest.
Check out these packages for 2026:
Paint with Alan Syliboy: Mi'kmaw Drum Painting Masterclass
The program campaigns feature ads (like the ones pictured below) including local flavours, outdoor activities, culture and heritage, coastal and unique accommodations, as well as getaway inspiration. Ads are promoted via social media, digital display and Pinterest and are optimized to increase performance.
Social Media Ads
Meta Single Ads
Google Responsive Ads
Content creation with our RADIATE Tourism Program partners was supported by 10 photographer/influencer visits to create new digital content, including stories and carousel posts, and new photography assets to help showcase the businesses, package elements, and communities. For winter 2026, seven blogs are being promoted via social media and Pinterest ads to help travellers be inspired to get out and explore Nova Scotia this winter.
Check them out!
- One-of-a-Kind Winter Getaways
- Outdoor Adventures to Warm Up Your Winter Season
- Brighten Your Winter with Nova Scotia Arts & Culture
- Savour Winter Flavours with Nova Scotia Culinary Experiences
- Sip into the Season with these Winter Beverage Packages
- Find Your Winter Wellness with these Restorative Packages
- Discover Nova Scotia with Ease on a Guided Tour
Learn more about the RADIATE Tourism Program
"We found out about the RADIATE (Tourism Program) and put together some really concise, desireable packages that included accommodation and perhaps meals or massage therapy services and created a great concept that Tourism Nova Scotia promoted through the RADIATE program. And we got a lot of traction. We had a lot of website visits and a lot of bookings. Our tourism advisor really helped us. We consulted with her and she made some really good suggestions about how we should structure it."
-Raj Kapahi, Sidanna Retreat, RADIATE Tourism Program Partners 2024-25 and TNS Tide Riser