Out-of-province marketing on hold
SYDNEY – Tourism Nova Scotia says they haven’t conducted any out-of-province marketing activities for the 2020 season as of now as they monitor the situation with COVID-19.
Zandra Alexander, spokesperson for Tourism Nova Scotia, told the Cape Breton Post in an email Wednesday all marketing campaigns in key markets including Ontario, Quebec, Northeastern United States, United Kingdom, Germany and China are placed on hold because of the global pandemic.
“In response to the pandemic, Tourism Nova Scotia developed a marketing recovery plan with six components, including a Nova Scotia specific marketing campaign, aimed at inspiring travel within the province,” said Alexander.
Along with the Nova Scotia plan, Tourism Nova Scotia intends to launch a Maritime campaign at a later date.
Although Nova Scotia is waiting to promote its tourism industry out-of-province, Prince Edward Island has taken a slightly different approach with specific billboard advertisements running in Cape Breton this week.
A digital advertisement, which was seen in Sydney River, reads “When the time is right, let’s press play,” the message telling potential visitors that when it’s safe, and when things are ready, P.E.I. is there for you if you’re looking to travel.
P.E.I. launched its interim tourism campaign on June 1 in Nova Scotia, New Brunswick, Quebec and Ontario.
In an interview with SaltWire Network last month, Brenda Gallant, director of marketing with Tourism P.E.I., said the promotion is more of a reminder, not a strong call to action in order to be respectful of people who were unable to travel.
Last week, a P.E.I. resident, who happened to have licence plates from Nova Scotia, was left a note on her car windshield Canoe Cove, P.E.I., essentially telling her to go back to the mainland, although she lives on the island.
Prior to COVID-19, like Nova Scotia, P.E.I. had regular plans to promote its tourism in other parts of the country. In particular, Gallant told SaltWire Network attracting more residents from Alberta was originally planned but were put aside because of the virus.
On Wednesday, Nova Scotia Premier Stephen McNeil announced effective July 3, the province will form an Atlantic bubble with New Brunswick, P.E.I., and Newfoundland and Labrador.
The decision to form the bubble was guided by the chief medical officers of health in all four provinces and will be closely monitored. Travel within the provinces will not require self-isolation for Atlantic Canadian residents.
Locally, Destination Cape Breton CEO Terry Smith told the Post earlier this month the organization planned to launch a campaign initially focusing on people within Nova Scotia.
“We’ll see what we can do in terms of getting people from within the province and region,” said Smith, prior to Wednesday’s Atlantic bubble announcement.
The federal government announced a $46 million aid package Tuesday to help the tourism sector in Atlantic Canada and Quebec, which have been hit hard by the coronavirus outbreak.
Atlantic Canada will see $16 million, which will support 79 tourism initiatives led by communities, businesses and organizations.
Seven Cape Breton-specific initiatives will receive nearly $2.3 million, with some of that funding spread over the next three years.
The initiatives include the Ceilidh Trails Groomers Association, Celtic Colours Festival Society, Celtic Music Interpretive Centre Society, Celtic Shores Coastal Trail Association, Gaelic College Foundation, Highland Arts Theatre Association, and Synergy Louisbourg Development Society.
Tourism Nova Scotia is expected to launch its 2020 marketing campaign on Thursday. It’s unknown if the organization will release plans to market the province’s tourism industry outside of Nova Scotia now that the Atlantic bubble will come into effect next week.