1998 Tourism Marketing Workshops

A joint industry-government team will host a series of workshops across the province to introduce Nova Scotia's provincial tourism marketing campaign for 1998 and to begin gathering input for 1999.

The information-sharing and educational sessions will include a presentation of the marketing strategy for 1998 in key markets, an update on the new Nova Scotia Tourism Partnership Council, a tourism market research overview and workshops on familiarization tours, exposition/trade show planning, and value-added packaging. The initiative is designed to help tourism operators build on last year's billion-dollar revenue performance.

"The responsibility for the future success of tourism falls squarely and equally on everybody's shoulders," said Jon Denman, president of Denex Group and member of an industry-government Tourism Marketing Strategy Group that developed this year's plan. "This session is part of an ongoing process to improve communications with all sectors of the industry -- from the smallest operator to the largest government department."

Mr. Denman, along with other industry and government representatives, spent the past eight months working to develop this year's marketing campaign.

"It's become evident through the sheer hours we've spent together that we're a pretty cohesive unit," he said. "I believe, and the group believes, that we've never before been offered such an opportunity for meaningful, ongoing, creative and substantive input into provincial marketing campaigns."

The plan calls for increased efforts to attract visitors from key markets in Atlantic Canada, Ontario, New England and the mid-Atlantic states, and from developing markets in Quebec and Europe.

Through another alliance with the Atlantic Canada Tourism Partnership, the province will also target markets in the Midwest and south Atlantic states and in Japan. In addition, the province will continue working with the Canadian Tourism Commission and numerous industry partners on joint marketing initiatives.

The work completed by the Tourism Marketing Strategy Group will be turned over to the Nova Scotia Tourism Partnership Council. This council will include 14 industry leaders and two representatives from government. By sharing decisions, responsibilities and resources, the council intends to increase the number of visitors to Nova Scotia and the amount they spend. "The role of the partnership council is to focus on the big picture, that is, to think globally," said Peggy Anderson, owner of Kidston Landing and a member of a joint committee that helped create the structure for the new council. "We need this approach because our competitors aren't just next door. Open skies and easier access to information mean we have to compete on a global scale as never before."

An industry-led selection committee is now reviewing applications from potential council members. An announcement on council members is expected within a few weeks.

The workshops will be held in Yarmouth on Feb. 12 at the Rodd Grand Hotel, in Halifax on Feb. 13 at the World Trade and Convention Centre, in Baddeck on Feb. 17 at the St. Ann's Gaelic College, and in Stellarton on Feb. 18 at the Museum of Industry.

The sessions will run from 9 a.m. to 4:15 p.m. A $10 fee to be collected at the door will cover lunch. Those interested in attending the workshops can register by contacting: Peggy Tibbo-Cameron, Tourism Strategy, fax 902-424-0723, phone 902-424-0048, or e-mail [email protected] .