Multiyear PR Program to Drive Tourism Awareness and Interest

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As PR agency of record for the Atlantic Canada Agreement on Tourism since 2017, we handle all US tourism media relations for Nova Scotia, New Brunswick, Prince Edward Island, and Newfoundland & Labrador.

Each year, we collaborate with the four provinces on a strategic plan that shares emerging news, ties provincial offerings into tourism and lifestyle trends, and raises awareness and interest in the region. Moreover, it’s our job to cultivate journalist relationships for each province’s in-house PR team, continually expanding the radius of media that will share Atlantic Canada’s story.

The complex, multiyear program leverages a variety of tactics: media events (live and virtual), US media tours (in key US cities and virtual), visiting journalist program, SMTs, RMTs, feature pitching, news bureau program, listicles, mat releases, audio news releases, sponsored content programs, media newsletters, social campaigns, and more.

Throughout our tenure, we’ve worked on long runways (like the forced 18 months of planning for the border reopening after Covid-19 closed it) and tight timelines (like planning a NYC media event for 50+ journalists in just 60 days). We promote the expected (lobsters in Nova Scotia) and the obscure (that tiny distillery in New Brunswick that’s off the beaten path).

Above all, we engage media attention with stories that promote the region as a whole, as well as the offerings of each province individually. Our own research, which includes extensive boots-on-the-ground exploration, helps ensure a diverse array of angles, from culinary and adventure to winter, romance, culture, sports, indigenous tourism, and more. Besides “going where the stories are,” it’s also essential that our efforts line up with both provincial and federal directives.

Results have included a wide variety of mainstream and niche media coverage. In addition to those featured above, a few of our faves have included (in no particular order):

- - National Geographic – How Canada’s smallest province became a culinary wonderland
  - Newsweek – Come From Away Inspires Americans to Travel to Newfoundland & Labrador
  - Washington Post – Where to go in 2025, without crowds
  - Forbes – In New Brunswick, Canada, The Sky’s The Limit For Nighttime Adventure
  - Bon Appétit – Beauty & Brine: PEI is an Oyster Lover’s Paradise
  - Condé Nast Traveler – Best Places to Go in 2021
  - Travel Market Report – Why Nova Scotia Should Be on Every Traveler’s Radar in 2025
  - Saveur – Underexplored Roots of Black Cooking in Nova Scotia
  - Forbes – An Award-Winning Distillery in New Brunswick
  - AFAR – Where to go in 2023
  - Robb Report – Sail Through Iceberg Alley
  - Budget Travel – Get a Taste of Nova Scotia’s Lobster Crawl
  - Boston Globe – What’s New Maritimes?
  - Condé Nast Traveler – Lobster Rolls and Ancient Beaches on Canada’s Acadian Coast
  - Travel + Leisure – Explore Canada’s Best Island on a Road Trip

And this one truly warmed our heart. Travel + Leisure did a delightful story: 20 Years Later – The Little Town in Newfoundland That Welcomed Nearly 7,000 Strangers on 9/11. Trust us…go to Gander, NL. It will warm your heart too.

Oh, you want to know more about our work for destinations? See how we scored tasty results for Saint Lucia here.