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NST Partnership Booklet-Select-Nov15-Urls.Indd 2013 Tourism Partnerships and Programs Opportunities for Industry Partners Tourism, Culture and Heritage Natural Resources A Message from the Minister I am pleased to present the 2013 Tourism Partnership and Programs guide. This guide is designed as a reference tool to provide opportunities for collaboration as you develop your marketing plans for the coming year. It contains lots of useful information on how we can work together to help build your tourism business, and the industry as a whole. As you have heard, we have now officially established the Nova Scotia Tourism Agency. Through this partnership between government and industry, we are setting a new course for tourism in Nova Scotia, one that will allow us to reach our greatest potential in this highly competitive international market. Tourism is an important economic driver for Nova Scotia, playing a significant role in rural economies across the province. Residents depend on the 24,000 direct jobs and $2 billion generated by the industry to keep their communities strong. Nova Scotians want good jobs, a sustainable and growing economy, and an aggressive plan to move toward a more prosperous future. Through the long-term strategy for tourism, we are changing Nova Scotia’s economic outlook by becoming more globally competitive, encouraging innovation, and focusing on learning the right skills for good jobs. We encourage you to contact us directly with any questions you may have about your marketing needs throughout the year. If there is an opportunity you are considering, which may not be covered in this guide, let’s have a conversation. I am very much looking forward to 2013 — to continuing to build a successful, sustainable tourism industry that will see Nova Scotia cement its reputation as a leader on the world stage. Sincerely, Percy Paris Minister of Economic and Rural Development and Tourism Dear Tourism Partners: As CEO of the new agency, I look forward to working with you as we develop a long-term strategy for tourism. Through our new partnership, we will become more flexible and innovative to build profitability for the industry for the benefit of all Nova Scotians. Our focus is to attract more visitors, and encourage them to stay longer and spend more. We want to inspire potential visitors to come and enjoy the amazing things that make Nova Scotia truly a unique, must-see destination. With this new strategic vision, including an exciting new multi-year marketing campaign, we will become more competitive, and build a reputation as a leader in the tourism industry. With this in mind, this useful guide provides a range of partnership and program opportunities available to help you grow your tourism business. These initiatives will provide you with the tools you need to promote your products and services with greater effectiveness, give you greater access to new markets, and broaden your reach in existing markets. Whether you choose to get involved in online opportunities, host a fam tour, or attend a workshop, this guide has everything you need to get you started. I look forward to working with you. Sincerely, Pat Sullivan CEO of the Nova Scotia Tourism Agency Contents 2013 Tourism Partnerships and Programs The following pages provide an overview of the variety of partnership opportunities and tourism programs available in 2013. This year we have also included information from some of the partners that we work with. These initiatives provide you, our tourism industry partners, with the opportunity to develop and promote your products and experiences with greater effectiveness, grow your potential customer base, increase your exposure to new markets, and broaden your reach in existing markets. 1 Marketing page 1 2 Travel Trade Shows page 4 3 Consumer Shows page 6 4 Media Marketplaces page 8 5 Meetings and Conventions page 10 6 Product Knowledge and Fam Tours page 11 7 Funding Programs page 13 8 Tourism Experience Development page 15 9 Professional Development page 17 10 Research page 18 11 Visitor Services page 19 12 Industry Communications page 20 13 2013 Tourism Partnerships and Programs Guidelines page 21 14 Understanding the Tourism Industry Structure page 22 15 Partner Programs and Opportunities page 25 Partnership opportunities are communicated through inTouch. To subscribe to this newsletter, email: [email protected]. Digital Travel Packages and Deals Marketing Feature your travel packages and travel deals Vacation planners use the Internet as their in the travel package/travel deal section on top source for travel information. In 2012, novascotia.com by registering for an account at novascotia.com received more than 1.8 million www.novascotia.ca/econ/tourism/marketing- visitors, 200,000 of them used a mobile device. business/packages.asp. Your package/deal In July, the novascotia.com mobile website will be linked to your operator listing and, if launched and has welcomed over 65,000 visitors. your package/deal is related to a tourism core The Nova Scotia Facebook page is growing in experience, it will also be connected to core 1 popularity with over 88,000 “Likes,” and other experience pages on novascotia.com. social media has expanded to include Instagram and Pinterest. Nova Scotia Experiences Make sure you make the most out of the Nova Do you have a unique, hands-on experience, or Scotia Tourism Agency’s digital channels by an idea that would appeal to visitors? We want to leveraging these online marketing opportunities. work with you to develop your products — from For more information, including criteria, please digging clams for a clam bake on the Bay of contact Michelle Sears at (902) 424-0939 or Fundy to apprenticing with a local blacksmith [email protected]. in a traditional blacksmith shop — and to promote them on novascotia.com. To register Free Opportunities for an account visit http://novascotia.ca/econ/ tourism/marketing-business/experiences/. As a Nova Scotia tourism operator, you can Contact Darlene MacDonald at (902) 424-4021 feature your accommodations, attractions, [email protected] and register to get started festivals and events, travel packages and deals, today. experiences, artisan studios and galleries, outdoor activities, or touring listings on Festival and Events Listings novascotia.com at no cost. Share your tourism event with our visitors by A basic listing is provided when you register for listing it on novascotia.com. Registration and the travel guide; however, you can maximize your listing information at http://novascotia.ca/econ/ listing by taking advantage of the following free tourism/festivals-events/. novascotia.com marketing tools. 1 Extended Descriptions on Paid Opportunities Nova Scotia Tourism novascotia.com Social Media Links Banner/Text Advertising As announced in 2009, operators can Flickr – http://www.flickr.com/groups/ now have the opportunity to include an Promote your tourism product on a specific novascotiatourism extended marketing description in their novascotia.com page with a banner or text ad. Facebook – www.facebook.com/novascotia novascotia.com operator listing. A web writer Visitors that click on your ad will be redirected to your website in a new browser window. is currently writing individual extended YouTube – http://www.youtube.com/user/ descriptions based on current listings on Banner Ads — $100/month per ad, per page NovaScotiaTourism novascotia.com. We will be contacting you for http://twitter.com/VisitNovaScotia approval of your extended description(s) to help Text Ads — $50/month per ad, per page Twitter – promote your tourism experience/business on Blogs – www.novascotiablogs.com novascotia.com. Social Media Program Pinterest – www.pinterest.com/visitnovascotia We are continuing to build our social media Social Media Links program to increase Nova Scotia’s share in the Instagram – #visitnovascotia Connect with visitors via social media channels by global online travel conversation. This includes linking to Trip Advisor, Facebook, Twitter, Flickr, continuing to build our presence on popular Interested in Blogging? social networking sites such as Facebook, YouTube, blogs, etc. within your operator listing. Are you already blogging or would you like to YouTube, Twitter, Trip Advisor, and Flickr, as well start? If you are interested in contributing to a as promoting our core and niche experiences novascotia.com blog as a volunteer blogger or as Video through blogs hosted on novascotiablogs.com. a guest blogger, contact us! Give visitors a sneak peek of your tourism We are also packaging stories with print, audio, experience with the use of video. Simply send us and video content for distribution through a link to your YouTube video(s) or channel and traditional and social media channels. We Contests we’ll connect it within your operator listing. encourage you to check out our social networking Donate a prize for a social media contest. sites and blogs, contribute content, and get We’ll feature your sponsorship in the contest Photos involved in the online conversation! announcement and provide a direct link to Submit unlimited photos for each of your listings your listing. by emailing them to novascotia.com@gmail. com. Each photo will be resized to 4" x 3" and may For all online partnership inquiries, contact: be accompanied with a short caption (60 character Michelle Sears, Marketing Coordinator max). Existing photos on your listing(s) can be (902) 424-0939 • [email protected] updated and refreshed at any time. PDF Brochure Submit your business PDF brochure for download within your operator listing. 2 Digital Screen Advertising 2013 Rates Literature Program Advertising (subject to change) Nova Scotia’s literature program is evolving as In 2013, Nova Scotia will be launching a new 6 3 2 1 digital formats expand our opportunities to reach campaign that will capture the spirit and emotion month month month month our valued consumers. For 2014, we will continue of a Nova Scotia vacation experience.
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