Tourism Overview 2006

Fact Sheets
Tourism Marketing Campaign (PDF)

Tourism Plan
Tourism Plan 2006 (PDF)

Tourism Marketing Campaign
The 2006 tourism marketing campaign will promote Nova Scotia to 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. Based on solid market research, the campaign will focus on strengthening awareness of Nova Scotia in key markets, testing the Nova Scotia brand in new markets, and making it easier for visitors to book a Nova Scotia vacation. The campaign will consist of the following elements:

Travel Shows
Consumer Promotions
Festivals and Events
Advertising
Online Marketing
Literature
Media Relations
Marketing Partnerships

Travel Shows
This spring, Nova Scotia's presence will be seen and heard at a range of travel shows for consumers in all key markets including:

Calgary Outdoor Adventure show
Montreal Summer Celebration show
Quebec City Summer Celebration show
Toronto Travel and Leisure show
The Boston Globe Travel show
Ottawa Travel and Vacation show
Saltscapes Expo, Halifax

Nova Scotia will also be represented at a wide range of travel trade shows and expositions in Europe and North America. These shows are focused on tour operators with extensive client bases including cruise lines and motorcoach operators.

Consumer Promotions
Beginning in May, Nova Scotia is planning a number of big promotions to draw more visitors to the province:

Ceilidh in Calgary
Nova Scotia will host a three-day ceilidh in Calgary during the first week of May to create awareness of Nova Scotia as a viable long-haul vacation destination for Western Canadians. The promotion will include a media blitz, travel contests and special events.

Boston CAT Promotion
Nova Scotia is planning a three-day "floating trade show" to Boston on the Bay Ferries' high-speed catamaran in May. The promotion directly supports the new ferry service from Portland to Yarmouth and promotes Nova Scotia as an easily accessible destination.

Milwaukee Celtic Festival
Nova Scotia will participate in the largest Irish festival in the world in August. The event, being led by the department's Culture division, will highlight the province's celtic roots and promote Nova Scotia as a travel destination.

Travel Contests and Promotions
Nova Scotia will create awareness and excitement in key markets with contests for travel packages and authentic Nova Scotian experiences. These contests will appear on television, radio and online.

Festivals and Events
In addition to hundreds of festivals and events throughout the province, Nova Scotia will host a few major events this year:

Juno Awards
Nova Scotia will leverage the Junos to promote the province as a vacation destination across Canada. The promotion kicked off with a Ceilidh in Toronto in February and television advertising during the awards show in April.

Changing of the Guard
This is a major legacy event celebrating the 100th anniversary of British forces leaving Canada. The week-long celebration in July is being promoted as a "must-see" event in tourism marketing literature this year.

Advertising
Building on last year's award-winning campaign, Nova Scotia will deliver its brand message with television, radio, print, billboard and direct mail advertising in key markets from April through September.

View sample ads:

Whale Watching Ad
Peggy's Cove Ad
Lunenburg Ad
Lobster Ad
Clam Harbour Ad
Cabot Trail Ad

Online Marketing
Nova Scotia will also incorporate more online marketing tactics this year than ever before. The Nova Scotia brand will appear on popular travel web sites such as Travelocity and MSN/Sympatico. Online contests and promotions are planned with partners like Chatelaine, Canadian Geographic and Reader's Digest. The novascotia.com web site will include even more Nova Scotian experiences and offer advertising opportunities for tourism operators in the province.

Literature
Nova Scotia's tourism literature will also keep pace with growing technology in 2006. For the first time, the province will produce and distribute the "Doers and Dreamers Travel Guide" on CD Rom. Other publications will include the annual Festivals and Events Guide, Outdoor Adventures Guide and Golf Guide.

Media Relations
Nova Scotia will continue to work with travel writers, journalists and broadcasters on the development of feature stories and editorials which promote the province as a world-class tourism destination.

Marketing Partnerships
Partnerships with major transportation companies, tourism operators and government agencies such as ACOA and the Canadian Tourism Commission will continue to strengthen Nova Scotia's efforts in all markets and generate new potential business opportunities in giant emerging markets like China and Japan.