New Marketing Agency Partner for Tourism Nova Scotia


New Marketing Agency Partner for Tourism Nova Scotia

Marketing Nova Scotia as a vacation destination is key to building awareness, attracting visitors to the province and growing the tourism industry. Beginning on Nov. 1, m5 Marketing Communications will become Tourism Nova Scotia’s marketing agency partner, providing professional services in the areas of brand marketing, digital marketing and media planning and buying.

“We’re excited to join forces with the m5 team,” said Michele Saran, CEO, Tourism Nova Scotia. “We’re confident that our deep knowledge of Nova Scotia’s tourism product and market research combined with m5’s strategic marketing capabilities, will result in strong campaigns that will capture imaginations and bring travellers to the province.”

m5 was the successful proponent in a competitive selection process. The contract is for a period of two years, with the option of three, one-year extensions.

“Our team is thrilled for the opportunity to showcase Nova Scotia’s world class tourism products and experiences. Destination marketing is increasingly complex, but we’re excited about the possibilities when we combine our twenty years of industry experience and our integrated approach with Tourism Nova Scotia’s vision and leadership.”
​ ​ ​ ​ ​ – Tyler MacLeod, vice-president, client services, m5

Quick Facts:
— Tourism Nova Scotia issued a request for proposals for professional marketing services for three lines of business (brand marketing, digital marketing and media planning and buying) with a public tender on June 6
— twelve firms submitted proposals for at least one line of business
— the value of the professional marketing services contract is up to $10 million annually, the majority of which is used to purchase advertising in Tourism Nova Scotia’s target markets
— Tourism Nova Scotia markets in Ontario, Quebec, northeastern United States, the United Kingdom, Germany and China
— in 2018, Tourism Nova Scotia commissioned an independent marketing return on investment study, which estimated that for each dollar invested in a media buy in Tourism Nova Scotia’s target markets, the campaign generated $25.97 in tourism spending in Nova Scotia

Additional Resources:
For more information about Tourism Nova Scotia’s Strategy, visit

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