// DDB Public Relations | Tourism Nova Scotia

Agency: DDB Public Relations Client: Tourism Nova Scotia Category: Tourism Campaign: If You Only Knew | National Description: The Nova Scotia government awarded a $6 million dollar tourism marketing contract to DDB in hopes of doubling tourism revenues over the next nine years. DDB Canada partnered with Halifax-based marketing agency Trampoline on the contract for Tourism Nova Scotia. “If You Only Knew,” led by DDB Canada + Halifax-based Trampoline, uses fast snippets of footage from local production companies to create interest in the province’s lesser-known activities (i.e. surfing, rafting, whale watching, camping). The campaign includes TV, digital, billboards, print and cinema advertising and is running in key markets for Nova Scotia tourism, including Ontario, Quebec and certain northeastern U.S. areas, including Boston and New Haven, Conn. It is also running nationally in Canada on specialty TV. Tribal Worldwide Canada handled digital, with OMD on media.

Submission: AGCA

Full Credits: https://tourismns.ca/marketing/marketing-overview/2017-campaign

Tourism Nova Scotia’s 2017 marketing campaign is running in key markets across Canada and northeastern United States from April - July.

An evolution of the 2016 “If You Only Knew” campaign, the 2017 creative was 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.

The campaign showcases unexpected sides 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.

Assets: Television, digital banner ads, social videos, special digital features with major media outlets in key markets, out-of-home billboards in high-traffic locations.

Social: Unique experiences highlighted via Facebook. Videos produced in partnership with tourism businesses, influencers and organizations who participated in Tourism Nova Scotia’s 2016 Inspiring Content Program directing traffic to http://www.novascotia.com where users could interact directly with operators’ web sites and plan their perfect trip to Nova Scotia.

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