Nova Scotia launched Come to Life branding effort
By Adnews Staff
The Province of Nova Scotia began a branding program last week intended to promote the province to the rest of the world. The campaign is called "Come to Life." It will work to project a positive image of Nova Scotia through a variety of activities, policies and partnerships. The initiative was devised by the Private Sector Brand Expert Panel, a group of branding and marketing professionals from the province. The panel conducted research into perceptions about Nova Scotia which led it to found its branding effort on eight words describing attributes of the province: coastal, accessible, safe, genuine, dependable, resourceful, creative and innovation. "Countries, provinces, regions and cities all over the world are engaging in brand development on a major scale," said Alan Miciak, dean of the Sobey School of Business at Saint Mary's University and member of the Brand Expert Panel. "The key reasons are to encourage economic growth, recruit or retain brain power, and to improve the quality of life for residents. People do not have a clear impression about what our province has to offer. Clearly, there is a need to create a strong brand that better communicates the strengths and advantages Nova Scotia can offer the world." The province will conduct a phased roll-out of the brand, involving its introduction to communities and business groups and its addition to strategies for economic development, export and immigration. The province will also attempt to make future policy decisions that support the eight brand attributes. A website has been constructed at part of the program at <http://www.novascotialife.com>.