"Spend a Day In the Country" Radio Campaign Launched

Sherbrooke Village, Ross Farm and Highland Village have teamed up with four maritime radio stations in a radio campaign pointing out the country appeal of all three provincial heritage museums.

CHNS (Oldies 96) and CHFX (Country 101.9) in Halifax, and CFCY and CHTN in Charlottetown will invite listeners to Spend a Day in the Country in Nova Scotia. The campaign will focus on events such as the Mill Frolic in Sherbrooke, the Annual Highland Day in Iona and the Community Fair in New Ross.

This program is being undertaken through the Nova Scotia Tourism Partnership Council's Destination Marketing Program, under the administration of the Nova Scotia Department of Tourism and Culture.

The partnering radio stations were chosen for their geographic and demographic reaches. The target audiences of CHTN and CHNS, (oldies format) and CHFX and CFCY, (country format) are people in their 30s with families, and/or independent travelers. This target demographic closely mirrors that of the museums.

The commercials will air on Fridays and will highlight the weekend activities at each museum.

"Fridays are a traditional travel day in the Maritimes," said George Brothers, co-ordinator of planning and program development at Sherbrooke Village.

"We hope to reach people when they are heading out for the weekend to influence where they will be going. If we can convince people to spend a day at one of our sites, each of our areas will benefit from increased length of stay and the spinoffs that go with it."

The campaign will run until mid-October to take full advantage of seasonal travel possibilities. This extended program run will also help establish the three participating museums as places where a full day of entertaining and educational activities can be enjoyed.