Nova Scotia Promotes Travel in the Fall

Nova Scotia has launched an aggressive marketing campaign to promote travel in the fall.

The campaign includes television, print advertising and direct mail in key markets such as Atlantic Canada, Ontario and New England. Highlights include newspaper advertising with industry operators in Toronto and Boston, Mass., and direct-mail programs with transportation partners in Ontario and the Northeastern U.S.

A Fall Vacation Value Book, developed with operators throughout the province, is also being distributed to more than 300,000 households in the Maritime provinces. The book is also available at information kiosks, visitor information centres and provincial museums across Nova Scotia.

These activities are all part of the 2000 marketing plan developed by the Nova Scotia Tourism Partnership Council - an industry-led group that leads provincial marketing and tourism development initiatives.

"We've long identified the need to extend the tourism season in Nova Scotia and initiatives like this are helping motivate people to visit and to stay in the area longer," says Doug Fawthrop, council chair and managing director of White Point Beach Resort.

The Autumn Leaf Watch Program is also ready to report for another season. A network of volunteer leaf watchers, naturalists and field biologists throughout the province is providing weekly updates on fall colour at 74 sites until the end of October. Residents and visitors from anywhere in North America can call 1-877-353-LEAF (5323) for the timely information while making travel plans. They'll also receive news on festivals and events.

"We get many inquiries from people wanting to know about fall colours, particularly people from the U.S.," says Ken Tutty, owner of Gowrie House in Sydney, and executive director of Tourism Cape Breton. "Programs like Leaf Watch help on a number of fronts, including raising awareness about the fall season here in Nova Scotia and delivering on people's expectations."

In addition to the toll-free line, people can pick up a fall foliage brochure at information kiosks, visitor information centres and provincial museums around the province. A fall website is also available at exploreNS.com/leaf .

This is the third year for the Autumn Leaf Watch Program, which was developed by the Department of Tourism and Culture and co-ordinated by the Nova Scotia Museum of Natural History. The program is featured in all fall advertising.

"We're delighted that fall marketing initiatives continue to receive support," says Judith Cabrita, managing director of the Tourism Industry Association of Nova Scotia. "Operators benefit greatly as the Leaf Watch Program stimulates travel and extends the season."

Nova Scotia tourism revenues during September and October are estimated to represent about 20 per cent of the industry's $1.25-billion annual revenue.

"The fall season has become a very important part of Nova Scotia's tourism business," says Rodney MacDonald, Minister of Tourism and Culture. "We're pleased to support marketing initiatives that will build on the momentum and help the industry take advantage of this growth."

The revenue generated from tourism translates into jobs for some 36,000 Nova Scotians with an estimated 1999 payroll of more than $490 million. Tourism is also a significant export industry, with more than half of the money generated coming from outside the province.