Nova Scotia Playlist

In the travel industry, there are a lot of boats on the sea of sameness. A lot of destinations claiming to be different but going about promoting themselves in the same way. Not here. Not us. Today’s traveller is media savvy and wants bang for their travel buck. And if you’re asking someone to go a little farther, you’ve got to give them all the reasons why they should. That challenge was music to our ears.

For Nova Scotia, making a splash in the international markets and at home meant being bold and leaning into that legendary east coast charm and humour. It not only sets us apart from the rest, it’s also the vehicle that drives us from inspiration to conversion. We created a campaign wherein every visitor to the province is assigned a playlist person to follow along on their journey and provide the exact song (all Nova Scotia artists btw) for each unique experience. It’s the ultimate playlist in your ocean playground. The campaign then launched first in Europe then across North American markets.