The Nova Scotia Tourism Agency, a new provincial organization comprised of public and private-sector partners, has issued a request for proposals in order to find a strategic advertising agency partner.
The organization is offering the winning agency a two-year contract with an option for a third year. The RFP was issued last month and submissions will be accepted until April 2.
Heather Spidell, executive director of tourism for Nova Scotia’s Department of Economic and Rural Development and Tourism, said events such as the 100th anniversary of the sinking of the Titanic and the Telus Skins Game golf tournament will provide the platform for provincial tourism in 2012.
However, the province is looking to work with its new ad agency partner to implement a longer-term strategy targeting the Nova Scotian diaspora and key international markets.
“We get a high number of folks coming home to visit Nova Scotia and visit family and friends,” said Spidell. “What we’re going to be doing is a major concentration in Ontario and out west to basically say, ‘make this your vacation destination this year’ and encourage Nova Scotians to be ambassadors and invite their friends and family home for the holidays.
“We’re also targeting the U.K., Germany and the Eastern seaboard of the U.S., because we have high success in those areas.”
Halifax agency Colour has created tourism campaigns for the provincial government for the past 20 years. Chris Keevill, president and CEO of Colour, said in an e-mail that the agency was “110% committed to continue the work we have done to promote tourism in Nova Scotia” and that the firm would submit a bid for the current RFP.
Nova Scotia tourism work from Colour
Spidell said the Nova Scotia Tourism Agency is also in the process of recruiting a CEO. The organization hopes to have both its agency partner and chief executive in place later this spring.
The Nova Scotia Tourism Agency was established last fall as a partnership between the provincial government and private-sector tourism and hospitality businesses in the province.
Previously, the tourism division of the province’s Department of Economic and Rural Development and Tourism spearheaded tourism marketing in the province.
The province has also shifted its tourism media buying strategy to the government-run Communications Nova Scotia.
