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Province Kicks Off New Marketing Campaign

first_img The province is pitching Nova Scotia as the “perfect road trip” in an aggressive marketing campaign to increase first-time visitors and boost overall tourism. “The province’s new tourism direction and marketing campaign will allow us to compete as a top travel destination,” said Economic and Rural Development and Tourism Minister Percy Paris. “We want to give Nova Scotians a chance to preview our new campaign, which will inspire more first-time visitors to come to Nova Scotia, travel more of the province, and explore everything we have to offer.” The new campaign, Take Yourself There, uses extensive consumer research to create an emotional connection with first-time visitors. It portrays Nova Scotia as place where diverse, vibrant landscape and culture, combines with friendly and engaging locals, and accessible seacoast and communities to create the spirit of a perfect road trip. First-time visitors, who spend 42 per cent more and travel further throughout the province, make up 19 per cent of Nova Scotia’s 2 million annual visitors. The number of first-timers has been declining, which the campaign aims to change. “We will focus our advertising investment in the areas where we have the highest potential to attract first-time visitors,” said Patrick Sullivan, CEO of the Nova Scotia Tourism Agency. “If we get them here once, our research shows that they come back again and again. “It’s up to every Nova Scotian to contribute to the unforgettable experiences that turn first-time visitors into repeat visitors, and compel them to share their positive experience with family and friends.” The new campaign, which includes television, newspaper, billboard and online advertising, will run in Ontario and, for the first time in three years, in Quebec in English and French. The province is also marketing in the mid-Atlantic and New England areas in the United States, and overseas in the United Kingdom and Germany, in partnership with the Atlantic Canada Tourism Partnership, the Canadian Tourism Commission and others. “We’re excited about where this new campaign can take us,” said Donna Hatt, marketing and development manager at White Point Beach Resort. “We believe that visitors’ journeys are just beginning when they arrive in Nova Scotia, and that adventure will unfold around every corner. This campaign will provide a great platform for industry to communicate that message and can help to get visitors moving through all regions of the province.” The province will also expand its online presence with a multi-year digital marketing plan. Highlights include a refresh for novascotia.com this year with a completely rebuilt site for 2014. The plan will build on successful social media engagement through Facebook, Twitter, YouTube and Pinterest. Beginning March 18, visitors will also be able to download a new tourism app from iPhone, iPad, Android and BlackBerry devices. The 2013 Doers’ and Dreamers’ guide is available now, in English and French. For the first time, the travel guide was printed on high-quality Nova Scotia stock from Port Hawkesbury Paper and will be available digitally for download to mobile devices, beginning March 18. Nova Scotia’s tourism industry is an important contributor to the economy, directly employing more than 24,000 people and generating annual revenues of $2 billion. Nova Scotia spends about $5 million on its advertising campaign to market Nova Scotia in key areas. For more information on the province’s tourism marketing campaign or to view the television ads, visit http://novascotia.com. NOTE: A list of campaign highlights follows this release. A social media version of this release, with hi-res, downloadable photos, video and audio clips will be available later today, March 13, at http://novascotia.ca/news/smr/2013-03-13-Tourism-Campaign/.last_img read more

TransForce sees early signs that lower loonie helping Canadian manufacturing

TransForce sees early signs that lower loonie helping Canadian manufacturing MONTREAL – The Canadian dollar’s decline is showing early signs of helping the country’s manufacturing sector, says the head of the TransForce trucking and delivery company.The loonie has been worth less than the U.S. dollar for about a year and recently has been hovering around 90 cents US, providing some help for Canadian exports and for TransForce (TSX:TFI).“Maybe it’s going to be short-term but we’re starting to see a little bit more activity in our truckload sector right now,” CEO Alain Bedard said Thursday during a TransForce conference call.The Montreal-area company which has operations throughout Canada and in the United States, reported a big drop in fourth-quarter profits on Wednesday after markets.TransForce cited harsh winter weather, the closure of its oil rig moving business in Western Canada and severance costs as profit fell to $12.3 million in the fourth quarter, from $36.1 million a year earlier.Earnings per share decreased to 13 cents from 37 cents even though revenues increased to $792.6 million from $778.4 million.It said the 1.8 per cent increase in revenue in the quarter ended Dec. 31 was due to higher revenue in its package and courier segment as a result of its enhanced same-day delivery network in the United States.Bedard said TransForce has seen the impact of Canada’s dwindling manufacturing sector, including in Ontario’s auto industry.“Five years ago in Ontario we had lots of industrial customers…today we’re down 50 to 60 per cent of what we were serving. Those guys are all shut down, closed, gone,” Bedard told analysts.The problem has been compounded by a weak Canadian economy, whose slow growth has been fuelled mainly by grain and commodities in Western Canada, he said.The Canadian dollar’s value has dropped partly because oil, gas and metals are priced in U.S. currency, which has risen due to economic recovery and the Federal Reserve’s adjustments to its monetary policy.Notwithstanding the currency change, Bedard said he doesn’t foresee economic or market conditions changing significantly in early 2014, although the company expects to benefit from recent acquisitions and a drive for greater efficiency at its operations, including Vancouver.Consequently, TransForce continues to shed jobs, close operations in small cities and trim expenses until economic conditions improve, he said.TransForce has been auctioning off its Canadian rig moving equipment — used in the oil and gas industry — and the company took a $63-million impairment charge during the quarter.It plans to reduce rig-moving operations in the U.S. this year and Bedard threatened to get out of this highly cyclical business entirely unless conditions improve.“If things don’t improve then we’ll probably have to (look again) because we’re in the business of making money, not losing any, and if we cannot support a profitable operation we’re just going to walk away, sell the assets and do something else.”TransForce said its results in the fourth-quarter and in January were hurt by extreme weather that disrupted operations in Canada and the United States and even claimed the lives of three employees.Operations especially in Canada’s largest city were disrupted for several days in December after a major ice storm knocked knocked out electricity and clogged streets with broken branches and fallen wires.“When it hits Toronto it’s the worst for us because everything comes out of Toronto at 75 per cent to feed the network,” Bedard said.TransForce said its adjusted net income in the quarter was $21.5 million, or 23 cents per diluted share, compared with the year-earlier $37.8 million, or 39 cents per share.The company was expected to earn 40 cents per share in adjusted earnings on $805.3 million of revenues, according to analysts polled by Thomson Reuters.Maxim Sytchev of Dundee Securities added the weak results don’t suggest there’s anything “wrong with TransForce’s business model” as its competitors also face challenges that have hurt their stock price.“There is no reason to move TransForce’s 2014 or 2015 numbers as the strategy of extracting synergies from existing assets, M&A, stock buybacks has not changed,” he wrote in a report.Sytchev added that the move to scale back the TransForce energy services division is welcome, given its deterioration.On the Toronto Stock Exchange, TransForce’s shares gained 37 cents or 1.61 per cent at $23.30 in Thursday morning trading. by Ross Marowits, The Canadian Press Posted Feb 27, 2014 11:09 am MDT AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to RedditRedditShare to 電子郵件Email read more