Tourism Nova Scotia unveils the unexpected with 2017 marketing campaign
Tourism Nova Scotia launched its 2017 marketing campaign today which is running in key markets across Canada and northeastern United States.
An evolution of the 2016 “If You Only Knew” campaign, this year’s creative is designed to help potential visitors visualize what they can do on a vacation to Nova Scotia, showcasing the known and lesser-known aspects of the province.
"Through research we learned that travellers 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, 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."
Now in its second year, the ‘If You Only Knew’ campaign showcases the unexpected side of the province, static elements of the campaign highlight the juxtaposition of known elements with the lesser known. For example, a whale, traditionally on the list of top things to experience in Nova Scotia is beautifully illustrated with a winery.
The campaign includes television, digital banner ads and videos, special digital features with major media outlets in key markets, and impactful out-of-home billboards in high-traffic locations. The campaign additionally showcases unique experiences on Facebook, leveraging videos produced in partnership with tourism businesses and organizations who participated in Tourism Nova Scotia’s 2016 Inspiring Content Program.
Showcasing experiences via video and social media content, the campaign directs viewers to NovaScotia.com, where the “Discover Nova Scotia” tool will serve as a landing page for the campaign. By simply selecting their travel preferences, visitors can discover experiences in the province based on their interests. The discovery tool will also allow visitors to build a list of favourites and share them with friends and family on their social channels or via email.
To see more go to https://tourismns.ca/marketing/marketing-overview/2017-campaign
The campaign is the result of a creative partnership between Tourism Nova Scotia, DDB Canada and Halifax-based agency Trampoline, with OMD responsible for media planning and buying.
Tourism Nova Scotia was established as a Crown corporation in 2015 and is led by a private sector board of directors, including tourism industry and business leaders from across the province. As the steward of Nova Scotia's tourism brand and chief marketer, Tourism Nova Scotia is focused on attracting first-time visitors to Nova Scotia.