Marketing Partnerships Help Boost Awareness of Nova Scotia

Tourism Nova Scotia’s industry partnership programs are helping Nova Scotia’s world class tourism experiences reach more people online.

The Digital Marketing and Inspiring Content programs provide matching dollars to tourism operators and organizations interested in attracting Canadian travelers from outside of Atlantic Canada as well as those from the northeast United States.

The programs help tourism businesses develop video and photo content and digital marketing tactics, such as social media advertising, search-engine marketing, and display and video advertising. 

“Investing in the digital marketing program with Tourism Nova Scotia led to greater awareness of Gran Fondo Baie Sainte-Marie, especially in Ontario,” said Larry Peach, tourism manager, Municipality of Clare. “Traffic to our website increased exponentially, and the program helped double out-of-province registration to our event.” 

In 2017, about 30 program participants invested $523,467 in the two programs. Tourism Nova Scotia matched their contribution, for a total investment of $1,046,934. 

“Nova Scotia has so much to offer visitors, and we are making strong inroads in getting that message to our target audiences,” said Michele Saran, CEO, Tourism Nova Scotia. “This partnership model is a great example of how the private and public sectors can work together to grow tourism.” 

Nova Scotia’s tourism revenues continue to grow and are on track to beat last season’s record-setting results. 

“Achieving the kind of growth to reach $4 billion in tourism revenues by 2024 means developing new, quality experiences and taking new approaches to attract visitors,” said Geoff MacLellan, Minister of Business. “I applaud the industry and Tourism Nova Scotia for taking up this bold challenge and for working together to make our tourism sector stronger.”

Visit Tourism Nova Scotia’s corporate website at or go to or go to for more information about partner programs.

The 2018-19 Digital Marketing Program application period is open until 4 p.m. Thursday, Nov. 30.