The government of Nova Scotia has planned a marketing campaign in the U.K. and Germany to coincide with the 3D re-release of the 1997 film Titanic, as well as a series of events in Halifax to mark the 100th anniversary of the cruise ship’s infamous sinking.
The campaign features the same 3D spots Nova Scotia’s Department of Economic and Rural Development and Tourism launched last summer in Ontario cinemas. The creative, developed by Halifax agency Colour, shows aerial footage of the coastline of Nova Scotia.
That creative has been re-purposed for the U.K. and Germany and, beginning in April, will run in cinemas prior to trailers for Titanic,which is set for re-release this spring.
(Note: Finalized version of ads not available at press time)
“Germany and the U.K. are big markets for us in particular,” said Nancy MacIsaac, a marketing manager for Nova Scotia Economic and Rural Development and Tourism. “There’s a huge connection in terms of visiting friends and relatives as well as the new travelers market, so we thought this was a good opportunity to cement our story.”
According to MacIsaac, the commercials’ end slates have been altered to direct viewers to a recently-launched web page – NovaScotia.com/Titanic – which includes information about Titanic-related events and attractions.
Among the the 100th anniversary events listed on the website are a candlelight procession and memorial service in Halifax. The site also informs visitors about ongoing attractions such as the Titanic exhibit at Halifax’s Maritime Museum of the Atlantic and the three city cemeteries where 150 victims of the Titanic disaster are buried.
MacIsaac said the re-purposed spots – which have yet to be finalized – and website are meant to draw attention to Nova Scotia’s role in Titanic lore without minimizing the seriousness of the tragedy.
“What we’re trying to is round up all the activity and be very tasteful with what we’re putting out there,” said MacIsaac. “We’re trying to be very respectful and let the story tell itself.”
