June 25, 2020
Tourism Nova Scotia is launching a new marketing campaign today, June 25, encouraging Nova Scotians to explore the province and support local tourism businesses.
"With travel restrictions in place as a result of the COVID-19 pandemic, Nova Scotia's tourism industry will rely more than ever on visitors from within the province," said Premier Stephen McNeil. "This year I invite Nova Scotians to travel within the province and rediscover the things that have drawn visitors here from all over the world."
Tourism Nova Scotia's Rediscover Nova Scotia campaign is focused on helping people envision the incredible things they can do on a Nova Scotia vacation by highlighting unique places and experiences.
The campaign includes television ads, digital banner ads and videos, search marketing and social media tactics that feature photos and videos created with local operators. The ads feature a brand new cover of the beloved song Somewhere Over the Rainbow by local musician Jennah Barry.
"The campaign aims to tap into Nova Scotians' pride. The time we have spent at home, separated from the places we love, has only fueled our passion for Nova Scotia. This year, we think exploring our home province will feel both like a long-awaited reunion and a brand new adventure."
-Michele Saran, CEO, Tourism Nova Scotia
-- tourism revenues reached an estimated $2.64 billion in 2019, with $1.048 billion, or 38 per cent, attributed to spending by Nova Scotians travelling throughout the province.