The Nova Scotia Tourism Agency has launched a marketing campaign in the Greater Boston area to attract more first-time visitors to the province.
Details were released during a port-of-call ceremony in Yarmouth for the Nova Star cruise-ferry today, Wednesday, April 16, which begins service from Portland, Maine to Yarmouth on May 15.
"The northeastern United States is home to millions of people, and we intend to bring many of them here by air, road and sea, including on the new ferry," said Minister of Natural Resources Zach Churchill, on behalf of Economic and Rural Development and Tourism Minister Michel Samson. "It is an important part of the provincial tourism strategy to attract more first-time visitors, who stay longer and spend more."
Highlights include TV ads on all major broadcast and cable outlets, print advertising and editorial in the Boston Globe and Boston Herald, online ads, and billboards, including a window display at a transit station on the busy corner of Arlington and Boylston streets.
The campaign will heat up in May, with major events planned at iconic Boston venues.
"The strength of our campaign lies in exciting partnerships with two of America's most respected and trusted brands -- the Boston Red Sox and the Boston Globe," said Patrick Sullivan, CEO, Nova Scotia Tourism Agency. "Our campaign seeks to align with these brand giants to build the brand of Nova Scotia as an authentic and quality destination."
From May 16 to 18, the 28-foot scale model of the Peggy's Cove lighthouse, the cornerstone of last year's Toronto campaign, will be one of the highlights at a three-day festival at Faneuil Hall.
The Nova Scotia Light event will be open to the public and showcase all the amazing experiences Nova Scotia has to offer. Boston Red Sox legends, and mascot Wally, will also be on-hand, with thousands of potential visitors expected to attend.
May 18 is officially Nova Scotia Day at Fenway Park, set to take place during a nationally televised game against the Detroit Tigers.
The New England Sports Network television broadcast of the Tigers series, reaching four million homes, will also air highlights from the Boston events, along with visuals of Nova Scotia.
Nova Scotia signage will also be featured behind the Red Sox home plate for 10 league games at Fenway, beginning April 29.
Other highlights of the campaign include a fan voyage contest and a Nova Scotia Red Sox World Championship trophy tour scheduled for June, both launched in partnership with Nova Star Cruises.
The U.S. promotions are part of the overall 2014 Take Yourself There campaign, launched in Nova Scotia's key markets, including Ontario and Quebec.