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Summer Ad Campaign Rolls Out Welcome Mat for National, International Travellers

Wednesday, March 2, 2022

NOTE TO EDITORS: Images from the Calling All Doers campaign are available at:
Tourism Nova Scotia is launching new marketing campaigns to encourage people to explore the province this summer.

"People are excited to travel again, and our marketing campaigns showcase all the reasons why Nova Scotia should be the top pick for a summer vacation," said Pat Dunn, Minister of Communities, Culture, Tourism and Heritage. "We are optimistic that this will be a year of strong recovery for the industry, and we will continue to support tourism recovery and growth moving forward."

The Calling All Doers campaign launched in Ontario, Quebec, the northeastern United States, United Kingdom and Germany in mid-February, two weeks earlier than in previous years. The goal is to catch people in those farther away markets when they are in the early stages of planning their summer travel. The campaign will launch in Atlantic Canada in early April. Tourism Nova Scotia will also be launching a summer campaign in Nova Scotia at the end of April.

Calling All Doers uses a fresh and fun creative approach to highlight the breadth of things to see and do in Nova Scotia that people can't experience anywhere else. In North America, ads will run on TV, billboards, digital video, digital display, digital audio, social media, and paid search, while the campaigns in Germany and the United Kingdom will focus on digital advertising.

"Tourism is a vital part of Nova Scotia's economy, creating jobs and business opportunities in every region of the province. Provincial tourism marketing campaigns help encourage tourism spending by showcasing the spectacular food, culture, entertainment, and travel experiences available in Nova Scotia, including in our region of Yarmouth and Acadian Shores." 
     - Neil MacKenzie, Executive Director, Yarmouth & Acadian Shores Tourism Association

Quick Facts: 
-- the province will invest about $8 million in tourism marketing campaigns in 2022
-- Tourism Nova Scotia will run campaigns for the summer, fall and winter seasons to encourage year-round tourism spending --Tourism Nova Scotia conducted a return-on-investment study of its 2021 marketing campaigns and found that every dollar spent on advertising generated $45 in tourism spending in the province

Additional Resources:
More information about Tourism Nova Scotia advertising campaigns is available at:

Nova Scotia's trip-planning website:


Media Contact: Mikaela Etchegary
                         Cell: 902-229-5671