Travellers from Atlantic Canada and as far away as China are hearing the call to Canada’s seacoast, as Nova Scotia’s 2006 tourism marketing campaign ramps up in markets around the world. Tourism, Culture and Heritage Minister Judy Streatch said the province and tourism industry are aggressively marketing Nova Scotia to potential and return visitors in the key markets of Atlantic Canada, Quebec, Ontario, the United States and Europe, as well as new markets in Western Canada, China and Japan. “The campaign began rolling out in all major markets this month,” said Ms. Streatch. “This year we’ll be testing some new markets and adding new tactics to the campaign to attract even more visitors to our province.” The marketing campaign is based on the annual tourism plan, developed by the joint industry-government Tourism Partnership Council. The plan, which is based on extensive research, is designed to grow the tourism industry and promote Nova Scotia as a world-class tourism destination. “Market research is at the base of all key decisions we make as industry and government partners,” said Patricia Lyall, chair, Tourism Partnership Council. “By capitalizing on existing strengths and responding to new trends, the aim is to attract more visitors and ultimately enhance tourism revenues.” The 2006 marketing campaign appeals to travellers who are looking for new experiences by promoting Nova Scotia as Canada’s foremost seacoast vacation destination that offers an authentic experience for the body and soul. It builds on last year’s award-winning campaign with spectacular imagery, living tradition and maritime culture and an invitation to “Set your soul to Atlantic time”. Nova Scotia will deliver a targeted media campaign in key markets, including television, radio, print and billboard advertising. The first ad appeared during the live broadcast of the Juno Awards, hosted in Halifax on April 2. This year’s marketing campaign will also include some exciting new elements. In response to the growing trend to plan and book vacations online, Nova Scotia will advertise on popular travel websites such as Travelocity and MSN/Sympatico. Nova Scotia will partner with Chatelaine, Canadian Geographic, Reader’s Digest and others in online contests. For the first time, tourism operators in the province will have the opportunity to advertise on the newly enhanced novascotia.com website. “We’re encouraged by some of the new tactics in this year’s tourism marketing campaign,” said Nick Carson, chair of the Tourism Industry Association of Nova Scotia. “Following a difficult season last year, operators are looking for creative ways to promote their businesses. This campaign provides the industry with opportunities for growth.” Nova Scotia will also expand into new markets this year with some unique and interesting promotions. A week-long ceilidh event in Calgary will promote Nova Scotia as a viable, long-haul vacation destination for western Canadians. The staging of an authentic cultural experience at the Milwaukee Irish Festival will attract those with celtic interests to the province. A three-day trade show onboard the high-speed catamaran ferry planned for Boston will promote the re-establishment of the ferry service between Portland, Maine, and Yarmouth. “Industry and government are working hard to get Nova Scotia’s message out to key markets right now,” said Ms. Streatch. “This is the time of year when many people are starting to make travel plans and we want to make sure Nova Scotia is on their list of places to visit.” The Department of Tourism, Culture and Heritage spends about $13.5 million a year on tourism marketing and promotion. The tourism industry in Nova Scotia generates about $1.29 billion in annual revenues for the province. For more information, go to the department’s website at www.gov.ns.ca/dtc .
Rogers’ deal to buy Score Media Inc. will bring younger viewers with its headline sports news and information and access to digital technology for mobile devices, the head of Rogers Media said Monday.Score Media’s niche programming will complement mainstream sports coverage by Rogers’ Sportsnet and Sportsnet 1, said Keith Pelley, president of the media division.“Really, what they have done is gone after a younger demographic than we have,” Pelley said from Toronto.Pelley said about 70% of Score Media’s audience is under 50. [np-related /]“So when you talk about the actual event programing, it’s a younger demographic,” he said, noting Score Media covers World Wrestling Entertainment events, some martial arts and some Canadian and U.S. college sports.Rogers is competing with heavyweight rival TSN, owned by Bell, for sports fans.Shares in Score Media Inc. closed another 12% higher Monday on the Toronto Stock Exchange after the $167-million, or $1.62 per share offer by Rogers Communications Inc.Shares in Score Media closed at $1.72, up 18 cents — higher than what Rogers has offered. Its stock jumped nearly 47% on Friday on reports that Rogers would buy Score Media and Rogers announced the deal early Saturday.Pelley said Score Media is different from other sports broadcasters because it offers constant sports results and information.“It can only broadcast 15% of its day with live event coverage.”The Score also is well-known among sports fans for its mobile apps, which offer real-time scores and statistics. The company has credited its fast-growing mobile platform for much of the revenue growth it has seen in the past year.Score Media’s digital assets will be spun out to its existing shareholders, with Rogers Media retaining a 10% equity interest in the digital media business. Rogers Media will also have access to Score Media’s digital technology for its own mobile offerings.“The biggest advantage that this will bring is that fact that we get access to the technology for the mobile offerings and that will be critical for us, taking it across four screens,” Pelley said, referring to computers, TVs, smartphones and tablet computers.Bruno Delorme, who teaches sports marketing at McGill University, said business, television and sports are all appealing to “niche” audiences.“We live in a zapping society where you have over 100 channels on your basic cable package,” he said.“So people are zipping and zapping. There’s a market for niche, that’s why we have the Golf Channel. There’s channels for extreme sports and the Score is a niche obviously.”These are loyal audiences to offer to advertisers, Delorme added.The mobile apps that Rogers will acquire a stake in from Score Media will likely appeal to younger consumers, too, he said.“The sports marketers’ dream is that 18 to 35 year-old demographic,” he said.But the acquisition could also attract an even younger crowd who are “the consumers of the future,” Delorme said.Rogers expects the deal to close in early 2013.The Canadian Press
Reflecting the inroads it is making into the Russian market, Johannesburg-based bulk materials handling and minerals processing specialist, Osborn (part of Astec Industries), has won an export order for three of its Hadfields double-toggle jaw crushers for at a ferrochrome crushing plant at Chelyabinsk.Marketing director Martin Botha elaborates: “This order for Osborn Hadfields Double Toggle Jaw Crushers is, potentially, the first order of four, for new ferrochrome plants in Chelyabinsk. The ferrochrome industry is a growth area for Osborn at the moment, and it’s very significant that the reputation of our tough, long-wearing machines is reaching as far a field as Russia.”The Osborn Hadfields double-toggle jaw crusher boasts high production capacity and is capable of accepting high compression strength feed material. Other features that are contributing to this heavy duty crusher’s growing popularity include its excellent nip angle, fabricated main frame, swing jaw with cast and pitman, the company reports. The reversible jaw dies provide for maximum use of liners. The crusher is available in a wide range of sizes.Botha says the rugged machine is increasingly the jaw crusher of choice in the arduous ferrochrome industry, with Osborn having shipped units to Chile and Zambia, in addition to the many units operating in South Africa.