Volunteers "On Call" for East Coast Music Awards

Not all of the action at the East Coast Music Awards is happening in Prince Edward Island this weekend.

Here in Nova Scotia, phones will be ringing as the Department of Tourism and Culture, in partnership with Olands Speciality Beer Co., launches an aggressive marketing campaign designed to promote travel to the province.

During the East Coast Music Awards on Sunday, Nova Scotia tourism commercials will invite viewers to telephone the province's toll- free number for travel information. Callers will receive the province's Doers and Dreamers Guide and a CD showcasing 12 Nova Scotia artists. The CD, titled Imported from Nova Scotia, was developed in partnership with the Music Industry Association of Nova Scotia.

Department staff and industry representatives will join with CorporaTel, the company contracted to operate Nova Scotia's Check In service, to answer the thousands of calls expected during the broadcast.

"This promotion has generated thousands of inquiries in the past and it's great to have so many volunteers on hand to answer the calls in person," said Rodney MacDonald, Minister of Tourism and Culture. "The goal is to directly answer as many calls as possible, which reinforces our reputation as having the friendliest people. Last year's team found the experience of speaking to potential visitors both educational and fun."

More than 30 staff and industry representatives joined staff from CorporaTel to answer approximately 12,000 calls received during last year's broadcast. That one promotion generated over 20,000 inquires. A study shows that 30 per cent of those who called travelled to Nova Scotia.

The ECMA ad campaign is part of an aggressive 2001 marketing plan developed by the Nova Scotia Tourism Partnership Council, a joint industry-government team that leads provincial tourism marketing and development initiatives.

Nova Scotia's tourism-industry revenues are estimated at $1.25 billion, which translates into jobs for some 35,000 Nova Scotians. Tourism is also a significant export industry, with more than half of the money generated coming from outside the province.