TNS's Sullivan's Crossing Campaign with Bell Media has won Merit for Media Partner Collab/Sponsorship at the ICE Awards, which celebrate creative excellence from Atlantic Canada. Congratulations to our Agency of Record, m5!
Sullivan’s Crossing the #1 CTV drama, showcases Nova Scotia’s incredible scenery and coastal towns to its 1.35 million fans every week. To seize the pop culture moment, Tourism Nova Scotia and our marketing agency, m5, partnered with Bell Media to craft an inspired, multi-platform campaign, putting Nova Scotia in the spotlight across both the blockbuster show and CTV’s entertainment series, E-TALK (reaching 3.5 million weekly viewers and prime TNS audiences).
Launching with Season 3’s premiere on April 27, 2025—right in step with TNS’s summer travel push—m5 secured in-program placements and custom contesting features on E-TALK to drive excitement, highlight Nova Scotia’s unique experiences, and maximize campaign impact.
Breathtaking B-roll showcased the province, and the segment closed with a branded QR code for a Sullivan’s Crossing trivia contest—giving viewers a shot at winning a trip for two. Amplified on social and E-TALK’s channels, the contest reached over 1.6 million users, with the entry page offering a TNS newsletter opt-in.
See our blog 'Nova Scotia: A Rising Star & Tourism's Big Moment'
Related Videos: Sullivan's Crossing Star, Chad Michael Murray speaks about Nova Scotia:
https://www.facebook.com/reel/1373404057243421
https://www.tiktok.com/@katiekellyhali/video/7356793369261083910