We’re getting visitors amped up to create their perfect Nova Scotia playlist with our 2026 provincial marketing campaign.
The campaign is play on words with “Canada’s Ocean Playground”. We’re encouraging travellers to find their ideal playlist - compelling experiences and attractions, set to the sounds of Nova Scotia’s musical talent. The campaign reflects the rich cultural diversity of Nova Scotia’s music scene, including Acadian and Francophone artists as well as Mi’kmaw musicians. The concept ensures an authentic and inclusive representation of the province’s creative voices and
comes to life with our ‘Playlist Person’. The ads feature a couple exploring Nova Scotia accompanied by a playlist person selecting the right track by local artists to accompany their experiences.
The campaign brings together thousands of assets that showcase the full breadth of experiences across every region of Nova Scotia—from coastal escapes to vibrant communities and cultural highlights.
A consistent Play button icon connects all elements, while the tone remains fun, genuine, and authentically Nova Scotian, always grounded in the ocean as a central theme. The campaign spans multiple tactics, including television, social media, billboards, video, display, and editorial content, all highlighting the province’s coastal charm and rich heritage through local music.
The new campaign runs in Quebec, Ontario, Alberta, Northeastern United States, United Kingdom and Germany.
Watch the campaign videos:
Watch the 15 Second Video Ad
See the YouTube playlist here
Listen to the Spotify playlist here
To learn more about this year’s marketing activities and how you can get involved, we invite you to join our annual industry webinar on April 22, 2026, where we’ll share campaign details and programming opportunities for partners across the province.
Our focus in Nova Scotia and Atlantic Canada in 2026 will be working with businesses to run campaigns highlighting Nova Scotia’s compelling attractions and activities through our partnership programs like the Digital Content Marketing Program, RADIATE Tourism Program and the Compelling Tourism Communities Initiative. There will be a wide range of tactics including both digital media and traditional media advertising. These campaigns will be seasonal to keep people exploring all year long.
Learn more about our 2026 Advertising Campaigns
We look forward to continuing to work with you to promote all Nova Scotia has to offer!