The hit CTV series Sullivan’s Crossing, filmed in Nova Scotia, is putting Nova Scotia in the spotlight. With Nova Scotia’s breathtaking landscapes and charming communities featured throughout the show, audiences across Canada can discover the province’s beauty

For the second year, Tourism Nova Scotia is seizing this opportunity with ads that leverage the show’s branding while increasing the connection between the show and Nova Scotia.  This year, we are also running a national promotional partnership with Etalk. From May 26 to June 9, a special Etalk segment will highlight the new season of Sullivan’s Crossing, featuring host-recommended Nova Scotia locations and stunning b-roll of the province. A branded digital billboard will invite viewers to scan a QR code and answer a Nova Scotia trivia question for a chance to win a trip for two.

This contest—promoted through Etalk's broadcast and social media—draws national attention to Nova Scotia and helps turn screen interest into real-world travel, delivering meaningful impact for the province’s tourism industry.

This kind of screen exposure highlights the real-life locations seen on TV, encouraging visitors to explore and spend at local accommodations, restaurants, and attractions. It also strengthens Nova Scotia’s reputation as a top-tier filming destination, opening doors for future productions. 

It helps that the stars of Sullivan's Crossing aren't shy to share their love for Nova Scotia in interviews either. 

Related Videos: Sullivan's Crossing Star, Chad Michael Murray speaks about Nova Scotia:
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