Nova Scotia Tourism flourishes with ‘Your Ocean Playground’ campaign debut

Friday, March 8, 2024

On March 6th, a fresh marketing initiative kicked off, aiming to inspire individuals to invest their vacation resources in Nova Scotia, further bolstering the tourism sector’s robust resurgence in 2022. Dubbed “Your Ocean Playground,” this campaign is set to extend until the end of summer across key regions including Ontario, Quebec, Connecticut, Maine, and Massachusetts.

“In Nova Scotia, our history, culture, people and landscape are distinctly shaped by the sea. This campaign invites visitors to experience the joy of Canada’s ocean playground,” said Pat Dunn, Minister of Communities, Culture, Tourism and Heritage. “Last year, we saw visitors return in a significant way, with accommodation sales even surpassing 2019 numbers. We want to build on that momentum and help our tourism industry thrive.”

The marketing initiative encompasses a comprehensive mix of media channels, including television, billboards, social media, video, and display ads, showcasing the diverse array of attractions throughout Nova Scotia. Emphasizing the enchanting coastal experiences and rich Maritime heritage, the campaign unfolds through the narrative of a couple embarking on a journey along the entire 13,000-kilometer coastline.

Moreover, the Province has extended its advertising reach to Germany and the United Kingdom, alongside year-round promotions within Nova Scotia and Atlantic Canada.

In a strategic move, the government is boosting its investment by $2.7 million this year to bolster earlier and prolonged marketing efforts for the province. This brings the total expenditure for 2023 to approximately $8.6 million.

Quotes:

We saw visitors coming back in large numbers last year and we’re already seeing strong bookings for 2023. Provincial marketing helps create interest in Nova Scotia and once visitors get here, we have the opportunity to show them the time of their life to keep them coming back.Dennis Campbell, CEO, Ambassatours Gray Line

Here are the revised Quick Facts:

• In the previous year, Nova Scotia received 1.9 million visitors, surpassing the 2021 count by over a million.
• Accommodation operators recorded 2.9 million room nights sold, marking a 48% increase from 2021 and a 19% rise from pre-pandemic 2019 levels.
• Over the past year, Tourism Nova Scotia has assisted more than 118 communities through the Compelling Tourism Communities Initiative. This support included market research, advertising, website development, and digital marketing training.

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