Google Earth Helps Put Nova Scotia on the Virtual Map

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Nova Scotia Tourism's Google Earth™ layer allows travelers to virtually experience the province from the comfort of home

This is a major step forward in how we market Nova Scotia to the world

No matter where they are in the world, potential visitors to Nova Scotia are now able to virtually fly along the province's highways and coastlines, experiencing the sights and sounds of many destinations well before they decide to visit in person.

That ability comes as part of Nova Scotia Tourism's new Google Earth™ layer which is available free to visitors on its website novascotia.com. The marketing tool and a revamped website were unveiled as part of the department's 2007 campaign strategy, designed to position the province as a must-see destination for today's well-connected traveler.

"We've seen a significant shift in how today's tourism consumers are making their purchasing decisions," said Nova Scotia Tourism Executive Director Lloyd Banfield. "In a world where the customer receives information on their terms, the consumer has become the hunter, not the hunted. Nova Scotia Tourism's 2007 campaign was developed with this new reality in mind. Through three overlapping strategies, including a courtship strategy, gateway strategy and core experience strategy, Nova Scotia is being positioned as a target for potential visitors from around the world."

The department is among the first in the travel industry to make use of the Google Earth™ program's ability to virtually 'visit' any location in the world. Through the use of a free, downloadable overlay that works within the program, visitors to novascotia.com can drift over a satellite image of the province and zoom into various locations for more details, imagery and even video stories. There are currently over 100 Signature Events, Don't Miss attractions, Onsite videos, ECONOMUSÉEs, Provincial Museums, National Historic Sites and vineyards available to be visited through the overlay.

"This is a major step forward in how we market Nova Scotia to the world," said Banfield. "People who visit Nova Scotia are well aware of what our province has to offer: over 7,600 kilometers of rugged coastline, breathtaking landscapes, charming towns and cosmopolitan cities, and people who truly enjoy sharing it with others. The challenge has always been in sharing this information with others who have yet to visit us. With Nova Scotia Tourism's 2007 campaign, we're overcoming that challenge, reaching out to those who have yet to visit our province and convince them that we're a destination second-to-none."

Tourism is a $1.3 billion industry in Nova Scotia, having welcomed 2.1 million visitors in 2006 and employing over 33,000 Nova Scotians.

Media are encouraged to experience Nova Scotia Tourism's new Google Earth™ layer by visiting novascotia.com. A download link to the free program is also available on the site.

For more information, including interviews, please contact:
Tim Winchester
Colour
(902) 722-3247
B3L 4V2

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