Discover Halifax’s newest campaign aims to attract travellers from national markets, including the Greater Toronto Area and urban Alberta.
August 4 - Halifax, Nova Scotia: Discover Halifax’s newest marketing campaign, Reconnections, aims to attract travellers from national markets, including the Greater Toronto Area and urban Alberta. The $950,000 campaign—the most significant in the organization’s history—positions Halifax as the ‘elixir’ to the lockdown.
Focused largely on Halifax’s vast outdoor spaces and urban core, the campaign reminds people they need to get out for a breath of fresh air.
“Attracting travellers to the Halifax region is a key driver of economic success and we’re excited to welcome people to Halifax when the time is right for them,” says Ross Jefferson, President & CEO, Discover Halifax. “We know there is pent up demand for travel. Through the Reconnections campaign we’re raising awareness and getting people to consider Halifax as part of their travel plans.”
The $950,000 budget extends from summer and fall into next spring to align with the campaign goals of building brand consideration and travel for Halifax this year and inspiring travellers to act and come to Halifax in 2022.
The campaign includes digital video and display ads, cinema ads, and billboards in prominent locations in the key markets.
While Halifax has direct flights from both Ontario and Alberta, marketing in national markets like the Greater Toronto Area and urban Alberta is new territory for Discover Halifax. Traditionally the Halifax region has been marketed to travellers who drive here. Jefferson says this signals a change for the organization and destination.
“Halifax has changed significantly over the past decade and our goal is to make sure we tell this story to Canadians. We now have an opportunity to elevate the Halifax brand to national and select international markets in the future, positioning Halifax as a global city and keeping Atlantic Canada connected to the world.”
Jefferson adds that extending into new markets is a part of Discover Halifax’s tourism recovery plan and is a positive sign that the organization is exploring new opportunities beyond COVID.
Quick facts:
- Discover Halifax worked with its agency partner Trampoline on the campaign.
- Discover Halifax collaborated with Tourism Nova Scotia who have campaigns in Ontario and Quebec.
- Early indicators (based on web traffic) show significant increases from the key markets during the first two weeks of the campaign. Web traffic has seen a 143% in Ontario and 258% in Alberta.
Additional resources:
Reconnections campaign video: https://www.youtube.com/watch?v=YFNqOrejLKA
Discover Halifax’s recovery plan: https://discoverhalifaxdmo.com/corporate-strategies-reports/recovery-plan/
About Discover Halifax
Discover Halifax is a non-profit, membership-based marketing and sales organization in partnership with the Halifax regional government, the Hotel Association of Nova Scotia and participating industry members. Since its inception in 2002, Discover Halifax’s goal is to promote Halifax as a destination of choice for leisure and business travellers. Halifax typically welcomes 5.3 million overnight stays each year, who spend $1.3 billion. Halifax alone represents over 54% of all visitation to Nova Scotia, and 34,000 people are employed in the tourism industry.
-30-
Media Contact:
Fallon Bourgeois
Director, Communications, Discover Halifax