Industry and Government Aggressively Promoting Nova Scotia Tourism

Travellers from Atlantic Canada and as far away as China are hearing the call to Canada's seacoast, as Nova Scotia's 2006 tourism marketing campaign ramps up in markets around the world.

Tourism, Culture and Heritage Minister Judy Streatch said the province and tourism industry are aggressively marketing Nova Scotia to potential and return visitors in the key markets of Atlantic Canada, Quebec, Ontario, the United States and Europe, as well as new markets in Western Canada, China and Japan.

"The campaign began rolling out in all major markets this month," said Ms. Streatch. "This year we'll be testing some new markets and adding new tactics to the campaign to attract even more visitors to our province."

The marketing campaign is based on the annual tourism plan, developed by the joint industry-government Tourism Partnership Council. The plan, which is based on extensive research, is designed to grow the tourism industry and promote Nova Scotia as a world-class tourism destination.

"Market research is at the base of all key decisions we make as industry and government partners," said Patricia Lyall, chair, Tourism Partnership Council. "By capitalizing on existing strengths and responding to new trends, the aim is to attract more visitors and ultimately enhance tourism revenues."

The 2006 marketing campaign appeals to travellers who are looking for new experiences by promoting Nova Scotia as Canada's foremost seacoast vacation destination that offers an authentic experience for the body and soul. It builds on last year's award-winning campaign with spectacular imagery, living tradition and maritime culture and an invitation to "Set your soul to Atlantic time".

Nova Scotia will deliver a targeted media campaign in key markets, including television, radio, print and billboard advertising. The first ad appeared during the live broadcast of the Juno Awards, hosted in Halifax on April 2.

This year's marketing campaign will also include some exciting new elements. In response to the growing trend to plan and book vacations online, Nova Scotia will advertise on popular travel websites such as Travelocity and MSN/Sympatico. Nova Scotia will partner with Chatelaine, Canadian Geographic, Reader's Digest and others in online contests. For the first time, tourism operators in the province will have the opportunity to advertise on the newly enhanced novascotia.com website.

"We're encouraged by some of the new tactics in this year's tourism marketing campaign," said Nick Carson, chair of the Tourism Industry Association of Nova Scotia. "Following a difficult season last year, operators are looking for creative ways to promote their businesses. This campaign provides the industry with opportunities for growth."

Nova Scotia will also expand into new markets this year with some unique and interesting promotions. A week-long ceilidh event in Calgary will promote Nova Scotia as a viable, long-haul vacation destination for western Canadians. The staging of an authentic cultural experience at the Milwaukee Irish Festival will attract those with celtic interests to the province. A three-day trade show onboard the high-speed catamaran ferry planned for Boston will promote the re-establishment of the ferry service between Portland, Maine, and Yarmouth.

"Industry and government are working hard to get Nova Scotia's message out to key markets right now," said Ms. Streatch. "This is the time of year when many people are starting to make travel plans and we want to make sure Nova Scotia is on their list of places to visit."

The Department of Tourism, Culture and Heritage spends about $13.5 million a year on tourism marketing and promotion. The tourism industry in Nova Scotia generates about $1.29 billion in annual revenues for the province.

For more information, go to the department's website at www.gov.ns.ca/dtc .