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Tourism Nova Scotia Wins National Travel Award

Wednesday, August 14, 2019

August 14, 2019

Tourism Nova Scotia has taken home the 2019 Explore Canada Industry Award of Excellence for its Nova Scotia Lobster Crawl media campaign.

Each year Destination Canada celebrates the storytelling of the travel media and tourism industry that inspires travellers to discover Canada. Its Explore Canada Awards of Excellence were presented Tuesday, Aug. 13, at the organization's annual GoMedia conference in Ottawa.

As part of its strategy to lead the tourism industry to reach the $4 billion revenue goal, Tourism Nova Scotia identified six strategic game changers to spur continued growth. Expanding the tourism season is one of these key growth opportunities.

Recognizing the potential of the Nova Scotia Lobster Crawl to motivate travel outside of the peak tourism season, Tourism Nova Scotia partnered with the South Shore Tourism Co-Operative to host small groups of media during the crawl. Travel writers and social media influencers from Canada, the United States and the United Kingdom went lobster fishing, visited lobster pounds, sampled lobster-infused beer, helped crown the best lobster roll, explored art shows and met Lucy the Groundhog Day shadow-seeking lobster. The campaign generated extensive media coverage and some of the highest levels of engagement on the Visit Nova Scotia social media channels.

"These nominations prove that Nova Scotia's story and the hard work of our media relations team is resonating on the national stage," said Michele Saran, CEO of Tourism Nova Scotia. "It's a true honour, and one we're thrilled to share with our partners at the South Shore Tourism Co-operative."

Making the recognition even sweeter is the individual nomination for Pamela Wamback, media relations advisor. Ms. Wamback has been a tireless ambassador for Nova Scotia, hosting hundreds of media and travel influencer visits and raising the profile of the world-class experiences on offer.

"The relationships we develop with our media partners are vital to sharing the story of Nova Scotia's incredible travel experiences. Receiving a nomination from a media partner is both meaningful and humbling," said Ms. Wamback.

To see more about the award presentation go to,

Media Contact: Zandra Alexander