Province develops new tourism brand

By Carolyn Sloan

THE SPECTATOR

NovaNewsNow.com

Old world charm. New world vibe. Shaped by the Sea. The spirit of our people.

These are the four attributes of Nova Scotia’s new brand, recently presented to tourism stakeholders around the province as part of this spring’s Let’s Talk Tourism information sessions.

Nova Scotia Tourism, Culture and Heritage set about the task of reevaluating the provincial brand a year and a half ago, initiating a process to come up with a distinctly Nova Scotian identity that would speak to those qualities most valued by consumers. Through a series of conversations with industry and the consumers themselves, the new brand was created with the recognition that the province is more than just a seacoast destination.

“In the past, if you looked at a lot of our marketing campaigns…it was all around the sea,” explained Nova Scotia Tourism’s director of sales and partnerships, Kristi Wenaus, at the information session in Cornwallis on April 18. “But when we did the research, what we heard was that we are so much more than that.”

With this fresh identity, the department elaborated on the new approach of promoting seven distinct tourism regions within the province, as opposed relying solely on the trail system. The change will allow the tourism industry in Nova Scotia to better market the unique offerings of each geographic area. In terms of Annapolis County, it is now part of a region encompassing both the Evangeline and Glooscap Trails, known as the Fundy Shore and Annapolis Valley.

“The trail systems…really speak to scenic drives,” Wenaus explained. “[But] the Bay of Fundy is so much more iconic, and if you’re talking to consumers, they’re going to want to know about the Bay of Fundy.

“It’s to get them to be part of a regional experience and to explore the products of that region.”

QUALITY STANDARD PROGRAM

Representing the Tourism Industry Association of Nova Scotia at the information sessions, project coordinator Kieu Lam took the opportunity to update tourism stakeholders on an industry-led program that was initiated following the government’s announcement last November that it intends to repeal the Tourism Accommodations Act.

Once repealed, accommodations licensing will end, she explained, though compliance with federal, provincial and municipal legislation regarding the safety and operation of a business is still required.

In place of a licensing system, however, a quality program, developed by stakeholders, will ensure that accommodations meet standards set by the industry, and that accommodation operators are treated fairly. Under the new program, operators who want to participate in the provincial tourism marketing activities, including the Doers’ and Dreamers’ Guide, must be recognized by a quality rating program, such as Canada Select and CAA.

“This Quality Standard Program is not a rating system, but a benchmark,” explained Lam. “The goal of this program is to ensure our visitor receive a level of quality in any of the accommodations we promote.”