Tourism Nova Scotia unveiled its 2016 marketing campaign today, April 7, which is running in key markets across Canada and northeastern United States. The campaign is designed to help visitors visualize what they can do on a vacation to Nova Scotia. “There is great awareness of Nova Scotia as a vacation destination in our key markets, but what we have learned through research is that travellers need more information about the type of experiences Nova Scotia has to offer before booking a trip.” said Martha Stevens, acting CEO and director of marketing, Tourism Nova Scotia. “Our campaign embraces lesser known aspects of Nova Scotia and showcases a multitude of experiences to inspire travelers to consider Nova Scotia.” Entitled, If You Only Knew, the campaign includes digital, billboards, print, television and movie theatre advertising created using existing footage from local video production companies. The campaign showcases experiences through video and social media content, and directs viewers to NovaScotia.com where they enter to win one of six trips to the province. Visitors to the website are encouraged to watch six videos, each with a distinct theme and enter to win the vacation they find most appealing. On social media, the campaign will harness local enthusiasm for Nova Scotia, calling on residents to share favourite attractions and hidden gems using #VisitNovaScotia. The content generated by Nova Scotians will help to identify and celebrate the lesser known aspects of the province and be used in future campaign work. “We know consumer reviews and endorsements are one of the most powerful drivers when selecting a destination and we’re rallying Nova Scotians to recommend local culture and authentic experiences to travelers,” said Ms. Stevens. “The campaign is fresh, fun and our strategic approach will get us one step closer to our industry goal of $4 billion in revenue by 2024.” To see more about the campaign go to novascotia.com/ifyouonlyknew. Tourism Nova Scotia was established as a Crown corporation in 2015 and is led by a private sector board of directors, including tourism industry and business leaders from across the province. As the steward of Nova Scotia’s tourism brand and chief marketer, Tourism Nova Scotia is focused on attracting first-time visitors to Nova Scotia.