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Marketing your Festivals or Events in Nova Scotia...
In January 2003, a Festivals & Events Marketing Task Force was established to address marketing issues as they relate to festivals and events. The mandate of the Task Force was to undertake the best marketing activities allowable by the amount of dollars available. The Task Force was a joint effort between the Festivals and Events Committee of TIANS and the Department of Tourism, Culture & Heritage and included a number of industry representatives from around the Province.
Achievements:
The traditional and lengthy list of festivals / events normally found in the Doer's & Dreamer's Guide was replaced with 2 pages of editorial featuring signatures festivals/events in the province as well as lure to the province overall for the variety of festivals / events held.
Created and implemented an online data entry program for festival / event organizers to post and update events directly to www.novascotia.com. Organizers now have direct access through an events submission form on the website and their events listings are self-managed through a registered access. This places the responsibility and the accuracy of the information directly in the hands of the organizers.
The publication formerly known as the Festivals & Events Digest was reformatted and redesigned to a Festivals & Events Guide. The new format categorized events into one of three areas based on established criteria: Signature Events, Community Experiences, and Hometown Pride. Additional pages were added to accommodate advertising in the guide that is restricted to festivals and events only. 175,000 copies were produced in 2004, a 75% increase over the amounts printed in recent years.
Due to the growing number of festivals and events in the Province, it was recommended and approved to cancel the production of the Festivals & Events Wall Map. However, the resources of this project were reinvested in other marketing programs to effectively promote festivals and events in the Province.
A long-term strategy for the sustainability of the festivals and events industry in the province was developed. The strategy will provide a series of long-term priorities, action plans and timelines that will enable the Nova Scotia festivals and events industry to become a leader in setting competitive business standards and performances for festivals and events organizers nation-wide.
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