Nova Scotia Kicks Off Regional Tourism Campaign

A new series of Nova Scotia tourism commercials hits the airwaves today as part of a $2 million marketing campaign aimed at visitors from Atlantic Canada.

The new commercials and newspaper ads feature the province's history, culture, tour destinations, outdoor activities and urban attractions. Research shows these products motivate people to visit Nova Scotia.

"We're Atlantic Canada's pre-eminent seacoast destination, but that alone won't differentiate us in the regional marketplace," said Jon Denman, president of Denex Group and a member of the joint industry-government team that developed this year's marketing plan. "That's why we're highlighting a wide range of activities and attractions this year."

To reflect product variety, the ads feature headlines with such alliterations as "soldiers, schooners and shipwrecks," and "vistas, valleys and villages." The music supporting the television commercials is based on Nature's Song, music written to promote Nova Scotia tourism, and has proven extremely popular in regional, national and international marketing efforts.

To support the advertising, a free vacation planning kit and festival digest is available by calling Check In, Nova Scotia's toll-free information and reservation system at 1-800-565-0000.

The campaign was refined with feedback obtained at consumer focus groups held across the region in March, said Michele McKenzie, co-chair of the joint committee and executive director of marketing with Economic Development and Tourism.

"In those focus groups, people considered Nova Scotia a good vacation destination because we offer so much variety for every age group. They also chose So Much. So Close,' as the best in a variety of slogans tested for this marketplace."

This year's plan also includes $400,000 for a destination marketing program. Regional tourism associations and other destination marketing organizations will use these funds, which are to be matched by industry, to promote local projects, festivals and events.

Visitors from Atlantic Canada continue to make up Nova Scotia's biggest tourism market. They accounted for more than 565,000 or 43 per cent of visitors between May 15 and December 31, 1997.

Activities in other key markets are also well under way. Television and print advertisements are running in New England, the mid-Atlantic states and Ontario. Final touches are also being made to an advertising campaign for the Quebec marketplace.

"In Europe, we're concentrating our efforts in areas where we're already experiencing success and where Nova Scotia has air access agreements. These include the U.K., Germany, Iceland, Scandinavia and the Netherlands," Ms. McKenzie said.

The province has also partnered with the Canadian Tourism Commission and Prince of Fundy Cruises on a $1 million campaign in the New England and mid-Atlantic states.

"We're also negotiating a partnership program with Bay Ferries to promote the new catamaran service that will operate this summer from Bar Harbor to Yarmouth."

In addition to print, television, radio and direct mail advertising, the province and industry partners are publishing literature, participating in travel trade shows, sponsoring familiarization tours, conducting research and undertaking a variety of public relations activities in support of Nova Scotia tourism.