Come to Life in Nova Scotia
Elected officials, business people, academics and entertainers gathered today, March 10, to give Nova Scotians the first look at a new program promoting the province's distinctive attributes to the rest of the world.
Premier John Hamm and other government officials joined forces with representatives of the private sector to introduce Come to Life, a new "brand" that will help identify the province to people in Canada, the United States and around the world.
"We know that our lifestyle is the best in Canada. We know we have a vibrant culture, innovative people, natural beauty, and promising business opportunities," said Premier Hamm. "Now, we intend to tell our story to the rest of the world."
The purpose of the branding program is to promote a clear and positive image for Nova Scotia through programs, policies and partnerships. Information on the program is available on the website at www.novascotialife.com .
"Nova Scotia is a great place, and this initiative can make it even greater," said Ernest Fage, Minister of Economic Development. "The first step is to get our story out to Nova Scotians and then the world, focusing on the key attributes and opportunities this province has to offer."
Before the brand was developed, research was conducted into perceptions about Nova Scotia. "People do not have a clear impression about what our province has to offer," said Alan Miciak, dean of the Sobey School of Business, Saint Mary's University. "Clearly, there is a need to create a strong brand that better communicates the strengths and advantages Nova Scotia can offer the world."
Dr. Miciak served on the Private Sector Brand Expert Panel, a group of branding and marketing experts from around the province who worked to guide and oversee the brand development.
"Countries, provinces, regions and cities all over the world are engaging in brand development on a major scale," said Dr. Miciak. "The key reasons are to encourage economic growth, recruit or retain brain power, and to improve the quality of life for residents."
Through considerable focus testing and research, Nova Scotia's brand was developed around eight words that represent the province's key attributes -- coastal, accessible, safe, genuine, dependable, resourceful, creative and innovation. The brand focuses on two things -- variety and balance -- that set Nova Scotia apart.
"Together, these attributes combine to give us a strong and compelling competitive advantage," said Mr. Fage. "Nova Scotia is rich in the choices it offers people and, as a whole, the province is truly greater than the sum of its parts."
The tag line for Nova Scotia's brand is Come to Life.
Come to Life is an invitation to bring ideas to life, to grow, and to achieve personal fulfilment from both a business and a personal perspective. It encompasses many meanings, such as come to create, to innovate, to compete, to explore, to grow, to thrive and to prosper.
The premier called on all Nova Scotians to find out more about the new brand.
"We need Nova Scotians -- both individuals and businesses -- to tell our story to colleagues, relatives, visitors, suppliers and anyone we contact," said the premier. "We have a wonderful story to tell and today we have stronger, clearer messages for telling it in a focused, more meaningful way."
"A strong brand positioning and foundation is critical when competing in a global environment. Come to Life in Nova Scotia offers local companies the opportunity to leverage this message across the markets they serve and those they wish to serve in the future," said Nick Moryto, sales director for Alexander Keith's Brewery.
Premier Hamm said today's announcement is a first step in a phased roll-out of the brand. This includes taking Nova Scotia's new brand to communities and business groups across the province, building the brand into strategies for economic development, export and immigration, making future policy decisions that support the key attributes, and enhancing the new web portal, which provides a gateway to all aspects of life in Nova Scotia.