Now more than ever, travellers are looking for all the things New Brunswick has to offer. Canadians are looking for open space, stress-free travel experiences, outdoor adventure, and unique cultural and culinary experiences. Over the past two years, the New Brunswick tourism industry has been hit hard, but it has also presented a unique opportunity for our province. Our tourism businesses have been resilient and innovative, and we know they look forward to rolling out the welcome mat as Canadians rediscover New Brunswick for their summer 2022 vacations.
–> See the Recovery and Growth Plan
CURRENT & UPCOMING CAMPAIGNS
Core Campaigns: Ontario and Quebec
We are inviting key travellers in Ontario and Quebec to come discover the abundance of incredible experiences that New Brunswick has to offer, either as first-time visitors or to reacquaint themselves with everything they know and love about New Brunswick. The campaign creative highlights our rugged Fundy coastline and the world’s highest tides; sandy Acadian shores and Canada’s warmest saltwater beaches; accessible outdoor activities including hiking, biking and paddling; and our distinct local culture, including Acadian, First Nations, cultural ambassadors and artisans, and ‘Maritime urban.’ Expanded audience profiles for targeted advertising include middle-aged, family-oriented travellers as well as younger, urban cultural enthusiasts (new for 2022). To attract new audiences, exciting media additions this year include a larger-scale influencer strategy, a Buzzfeed partnership, and the use of 3D audio advertising with Spotify. A significant network TV buy ensures that New Brunswick has high awareness in key markets during summer travel planning months. Partnership opportunities for cities, DMOs, and RTAs to buy into the campaigns with a matched investment by THC were made available through the 2022 Co-op Partnership Program.
Campaign Messaging: Welcome to New Brunswick
Target Markets: Ontario and Quebec
Timing: Mid-March through July
Always On Campaign
Supplemental to the core summer campaigns, the Always On campaign focuses on specific interest-based activities that motivate travel bookings. Through the campaign we are inviting key travellers across Canada to choose New Brunswick as THE place to go for their specific activity interests and associated vacations. Building on the same creative concept as the Ontario and Quebec summer campaigns, this initiative is an ongoing layer of targeted media that puts the best of New Brunswick in front of the travellers who are most interested in the specific tourism experiences we have to offer. Initial key interests include beaches, parks, breweries, mountain biking, local food, Acadie, and Bay of Fundy. Subsequent phases of the campaign will include interests such as fishing, hunting, trails, fall travel, and more. For the first time, this campaign will promote New Brunswick’s abundance of tourism activities to key travellers across Canada. Media tactics include search, social ads, programmatic display, and native ads.
Campaign Messaging: Welcome to New Brunswick
Target Markets: Ontario and Quebec
Timing: February through December
Connections Campaign: Expat New Brunswickers
Summer external market campaigns are a key focus within the 2022 Tourism Marketing Strategy, and the ExPats Connections Campaign presents a unique opportunity to test new markets and capitalize on our distinct pride-of-place. This campaign taps into the pride that New Brunswickers hold near and dear to their hearts, inviting Canadians who once called this place home back to New Brunswick for a one-of-a-kind summer vacation. The campaign creative brings the feel of home to Expats across Canada and urges them to come home this summer and find what they’ve been missing. While so much of what makes New Brunswick great hasn’t changed, there are so many new and exciting experiences to discover. The campaign includes a national contest to win the ultimate trip home for a 5-day, 4-night expenses-paid vacation curated by the travel experts at New Brunswick’s Kefi Travels. Media tactics include social ads, digital video, and LinkedIn.
Campaign Messaging: Find What You’ve Been Missing
Target Market: NB Expats across Canada
Timing: April 1 through June 30
Connections Campaign: New Brunswick Residents
As part of our broader efforts to expand markets across Canada, this campaign taps into the unique pride-of-place that New Brunswickers have built up over the course of the COVID-19 pandemic, urging residents to invite Canadians who once called this place home back to New Brunswick for a one-of-a-kind summer vacation together. Targeted at New Brunswick residents who received Staycation campaign advertising for the past few years, the campaign creative promotes the abundance of tourism offerings and experiences in the province, with the idea that there’s so much to share and it’s time to invite the world back to experience it with us. The campaign includes an #RSVPNB Summer Sweepstakes contest to win the ‘ultimate reunion’ curated by the travel experts at New Brunswick’s Kefi Travels. The campaign will have a strong digital presence (social ads and programmatic display) along with an added Out of Home presence in select cities. There will be an on-the-ground presence throughout the campaign with the #ExploreNB Mobile Unit.
Campaign Messaging: So Much to Share. Who Will You Invite?
Target Market: New Brunswick residents
Timing: April 1 through May 31
Staycation Campaign
Building off the springtime New Brunswick Connections Campaign, the Staycation Campaign continues to lay the groundwork for The Invitation with “Who Will You Invite” messaging (adjusted for NS and PEI with “Who Will You Bring”) and invite-focused creative. Evolving throughout the seasons with tailored messaging, the 2022 Staycation campaign will place the same three Unique Selling Propositions in the front window as the external market campaigns: Endless coastlines, accessible outdoor activities, and distinct local culture. The Staycation campaign also includes an additional focus on our 8 road trips. Media tactics will focus on digital efforts (social, search, display), along with the addition of a wholistic promotional plan for the #ExploreNB Mobile Unit. Partnership opportunities for cities, DMOs, and RTAs to buy into the campaigns with a matched investment by THC were made available through the 2022 Co-op Partnership Program.
Campaign Messaging: Who Will You Invite / Who Will You Bring
Target Markets: Maritime provinces (NB, NS, PEI)
Timing: June 1 through October 15
ACAT Consumer Campaigns
New Brunswick continues to be in market alongside our Atlantic Canada counterparts within the ACAT (Atlantic Canada Agreement of Tourism) partnership efforts. 2022 consumer campaign tactics include Expedia Canada and Expedia US. Campaign messaging and target audiences align with other in-market efforts on behalf of Tourism New Brunswick.
Campaign Messaging: Welcome to New Brunswick
Target Markets: Across Canada / New England states
Timing: May 15 through March 31
Marketing Resources for You
Contact Us:
Shaun LeBlanc, Director of Marketing: Shaun.LeBlanc@gnb.ca
Katie Kohler, Paid & Owned Media: Katie.Kohler@gnb.ca
Alison Aiton, Co-op Partnership Program & Earned Media: Alison.Aiton@gnb.ca