This year, as part of the Digital Content Marketing Program (DCMP), Tourism Nova Scotia launched a new content initiative called Creator Coast, which engaged local influencers to help create content and share stories to inspire Atlantic Canadians to explore the province.
Under the Creator Coast program, Tourism Nova Scotia and our DCMP partners worked directly with local and regional travel influencers (YouTubers, Bloggers, Instagrammers, etc.) to create high-quality photo, video, and storytelling content. Over a two-week period earlier this summer, 21 influencers explored the province, with a focus on Nova Scotia experiences, packages and visiting the gems – both known and hidden – that appeal to their audiences.
The #CreatorCoastNS content was used to reach the audiences of the influencers, TNS’ channels and partners’ channels. It will also be used to implement a digital marketing campaign at a later date that will help amplify the content across various media channels such as social media advertising, search engine marketing, and display and video advertising.
The preliminary results have been very strong, with hundreds of photos and videos reaching close to three million impressions on social with over 269 mentions and 63,000 interactions across multiple platforms including Instagram, Facebook, and Twitter! When available, final numbers from the campaign will also include TikTok, YouTube, Instagram stories, as well as blog post visitors, which will bring the reach even higher.
Check out some great examples of the #CreatorCoastNS assets below, and keep your eyes peeled for even more great content and storytelling to come!