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Tourism Nova Scotia breaks national campaign

Halifax-based Tourism Nova Scotia has begun a marketing campaign for 2016 aimed at travellers from Canada and the northeastern United States. The initiative, called "If You Only Knew," encourages consumers to visualize what they can do on a vacation in the province. It consists of digital, billboard, print, television and cinema advertising. The creative makes use of pre-existing footage from local video production companies. The ads direct viewers to a website at <> where they can enter a draw for one of six trips to the province. The site also hosts six online videos intended to display the range of vacation experiences available. A social media component encourages Nova Scotia residents to share their favourite provincial attractions, which may be featured in a future campaign.

"There is great awareness of Nova Scotia as a vacation destination in our key markets, but what we have learned through research is that travellers need more information about the type of experiences Nova Scotia has to offer before booking a trip," said Martha Stevens, acting CEO and director of marketing at Tourism Nova Scotia. "Our campaign embraces lesser-known aspects of Nova Scotia and showcases a multitude of experiences to inspire travelers to consider Nova Scotia."

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