We needed to reinvigorate our target and remind them of feelings they may have forgotten exist – feelings we knew they could recapture in Nova Scotia. Five spots were created to highlight a particular experience of this vibrant province. Each experience was contrasted with a youthful recollection of what it was like to explore, to play with abandon, to give yourself to the moment without a care in the world. We asked our target to remember those feelings and to take themselves there again, both in mind and in body, by visiting Nova Scotia.
As part of a larger campaign that spanned all media channels, these spots helped launch a new chapter in the story of Nova Scotia tourism and increase tourism numbers across the board, both nationally and internationally.
ClientNova Scotia TourismCompanyExtreme Group (Canada)RoleCreative Director
CopywriterYear2013Linknovascotia.com