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Tourism Nova Scotia breaks new campaign

Tourism Nova Scotia has begun a marketing campaign for 2017 intended to help potential visitors visualize what they can do on a vacation to Nova Scotia. The campaign is a continuation of the organization's "If You Only Knew" campaign from last year. It will run in various markets in Canada and the northeastern United States. The effort includes television commercials, online banners and videos, digital materials on various media outlets in certain markets, billboards and social media activities, as well as online materials at <>. The creative focuses on unexpected and lesser-known aspects of the province by juxtaposing them with more well-known elements. One execution contrasts a whale sighting with a winery.

"Through research we learned that travelers need more information about the type of experiences Nova Scotia has to offer before booking a trip, despite the awareness we enjoy as a vacation destination," said Michele Saran, CEO of Tourism Nova Scotia. "Our campaign showcases a multitude of experiences by contrasting the known and lesser-known aspects of the province in a visually compelling way."

The campaign was developed by DDB Canada in collaboration with Trampoline. Media planning and buying are being handled by OMD.

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