2012 Tourism Marketing Programs
2012 Tourism Experiences Marketing Program Guidelines
Objective
Provide marketing support to tourism products and experiences throughout Nova Scotia that will help strengthen our tourism brand, showcase recognized core experiences to visitors, and grow tourism revenues in Nova Scotia.
Program Expenditure and Application Deadline
Project expenditures must take place between April 1, 2012 and March 31, 2013.
Project application deadline is March 16, 2012.
Project Guidelines
Projects must demonstrate the ability to attract visitors from outside the immediate region and increase tourism visitation and spending.
Projects must include direct-to-consumer marketing initiatives that directly align with the Department's Tourism Plan and have the potential to contribute directly to incremental visitor spending. These projects promote the niche products and experiences.
Priority will be given to projects that promote Nova Scotia's core experiences (seacoast, outdoor, culture, cuisine, heritage, and urban). Projects will also be reviewed for their potential to leverage partners and long-term sustainability.
Eligible Project Costs
- Promotional materials (includes production, publishing and distribution costs);
- Detailed advertising campaigns (radio, TV, magazine, newspaper, billboard, web, etc.);
- Direct mail campaign costs;
- Social media; and
- Participation at consumer/tradeshows (consumer/tradeshows that the Department is already attending are not eligible).
Ineligible Project Costs
- Capital and operating costs (wages, phone, fax, office equipment and supplies);
- Projects that have received funding under this program for three consecutive years;
- Development of marketing / business plans;
- General advertising campaigns;
- General administration costs (organizational membership fees or registration fees);
- Video production equipment;
- Destination Marketing proposals;
- Website maintenance and/or hosting;
- Promotional items (trinkets, t-shirts, banners, flags, floats, etc.);
- Charitable fundraising events, conventions, conferences, meetings, workshops, symposia, seminars, clinics, award ceremonies, investitures, competitions, VIP visits, etc.;
- Projects which are eligible for support through the Festival & Events Marketing Program managed through the RTIAs/HRM; and
- Programs offered by the Department of Economic and Rural Development and Tourism (i.e. advertising in travel literature and participation in Department organized promotions).
Eligibility
Applicants must be a registered not-for-profit organization marketing tourism related activities and programs that will benefit the entire province or region. Organizations must be in good standing with the Provincial Registrar of Joint Stock Companies and have no outstanding obligations with the Nova Scotia Department of Economic and Rural Development and Tourism. Organizations must be operating as a not-for-profit for at least one year.
Previous applicants can only apply if the projects proposed are special one-time activity/activities targeting a new market or an existing market using a new advertising medium.
An applicant applying for funding for a festival, event, or an experience, must have a current listing on our Festival & Events section of www.novascotia.com.
An applicant can only apply to the Tourism Experiences Marketing Program or the Festivals and Events Marketing Program through the Tourism Marketing Partnership Programs.
Eligible submissions must include a completed Tourism Experiences Marketing Program application form with an attached proposal including budget and most recent financial statements by March 16, 2012. If projects include promotional media, include applicable media costs attachment. Please provide one copy of the application and attachments in hard copy and one set electronically.
Program Conditions
Projects supported must include the Nova Scotia visual identity (novascotia.com logo) and credit Nova Scotia Department of Economic and Rural Development and Tourism support.
A listing of successful project applicants will be made public after the process is completed.
Successful applicants will receive an advance of 60% of their funding assistance upon receipt of signed agreement.
Final Report
A final report will be due within 90 days of the completion of event or initiative. The balance of funding will only be provided upon receipt of final report with project evaluation and proof of payment, including receipts. Failure to submit a final report by March 31, 2013 will automatically result in the forfeiting of the remaining funds and ineligibility to apply for future program funding.
The final report template can be located online at www.gov.ns.ca/econ/tourism/docs/2012-PandE-final-report.pdf. The Department of Economic and Rural Development and Tourism has the right to require the return of any unspent funds or any funds that have been spent on items that were not part of the agreement.
Level of Investment
Pending annual funding approval, the program is designed to consider funding support up to 50% of applicable marketing costs to a maximum of $20,000. In-kind contributions can be considered as part of applicant's contribution to a maximum of 20% of the total marketing costs. The combined municipal, federal and provincial contributions cannot exceed 80% of the total contribution.
Application Process
- Determine if the project matches the priorities outlined in the Department's Tourism Plan.
- Application forms and information are available online at: www.gov.ns.ca/econ/tourism/docs/2012-PandE-application.pdf.
- Discuss your proposal with your RTIA/HRM and/or Destination Halifax to ensure compatibility with regional strategic tourism efforts and request a letter of support.
- Contact program staff to discuss your project and how it aligns with the Department's Tourism Plan.
- Prepare your proposal as per the criteria and submit to the Department of Economic and Rural Development and Tourism for formal review and evaluation. Application deadline is March 16, 2012.
Please send one copy of application, proposal and any attachments electronically and one hard copy by mail or facsimile.
Proposals will be reviewed and evaluated by a selected assessment panel consisting of staff and non-government marketing and/or festival/event sector professionals. The review and evaluation of proposals is a competitive process and will take approximately 6 - 10 weeks.
Funding decisions are based on the quality of project, how the project relates to the Department's Tourism Plan, ability to encourage overnight visitation, as well as the total funding available. Although the project may be eligible, it is not guaranteed funding from the program. If the application is successful, the full amount requested may not be funded.
Successful applicants will receive a formal letter of offer with agreement outlining the terms and conditions relevant to the partnership. Oral or written advice on the outcome of your application is available after a formal decision has been made and communicated to you in writing.
Criteria
The application should include a letter of support/endorsement from your RTIA/HRM and/or Destination Halifax, as well as, a minimum of two other letters of supports/endorsements from tourism-related operators or organizations.
Contact Information
Central Nova Tourist Association
Joyce Mingo
joyce@centralnovascotia.com
902-893-8782
PO Box 1761, 65 Treaty Trail
Truro, NS B2N 5A9
Destination Cape Breton Association
Lou LeithLou@dcba.ca
902-563-4636
PO Box 1448
Sydney, NS B1P 6R7
Destination Eastern and Northumberland Shores Association
Cindy MacKinnoncindy@visitdeans.ca
902-752-6383
980 East River Road
New Glasgow, NS B2H 3S8
Destination Southwest Nova Association
Jeanette Joudreyjjoudrey@destinationsouthwestnova.com
902-634-8844
PO Box 1390
Lunenburg, NS B0J 2C0
Halifax Regional Municipality
Community Development Civic EventsBilly Comer
cormerbi@halifax.ca
902-490-6394
PO Box 1749,
Halifax, NS B3J 3A5
Destination Halifax
Pat LyallPlyall@destinationhalifax.com
902-429-4574
1800 Argyle Street, Suite 802
Halifax, NS B3J 3N8
Project Application Content
Project Applications must provide the following elements within the content of their application:
Background: Provide a brief history of the project.
Project Description: Provide a detailed description of the project including proposed activities, specifically the marketing elements (circulation/distribution volumes, frequency rates, distribution plans, demographics, partnership opportunities, etc.). Insert a detailed media plan using the attached Media Costs document.
Target Markets: Is this plan supported by market research? Who is the geographic target market (i.e. Nova Scotia, Atlantic Canada, Central Canada) and/or product niche (i.e. music, culture, and cuisine)? Does the target/key market(s) identified strategically align with the markets identified by the Department of Economic and Rural Development and Tourism? Has the target/key market been identified as an emerging market? Is the initiative marketing an identified core experience?
Measurable Objectives: What does the applicant/proponent hope to achieve by implementing the marketing project? Are there measurable objectives such as increased visitation and/or room nights? How well is the project leveraged with community, industry participation and other levels of government? Budget: Provide specific details with regards to the costs of each activity in the project. The budget should also indicate where additional sources of revenues are coming from, both cash and in-kind. Applications must disclose all other forms of assistance, government or otherwise. Is this initiative affordable and is it financially sustainable?
Financial Statements: Attach the most recent audited financial statement of the project or organization.
Nova Scotia Tourism Plan: Describe how the marketing project fits with the priorities of the Department's Tourism Plan.
Application Submission:
Please contact Sadie Thomas-Frye at (902) 424-3282 to discuss the outline of your project prior to the funding deadline and forward electronic and hard copies of your application and supporting documents to:
Sadie Thomas-Frye
Tourism Program Officer
Tourism Division
Tourism Experiences Marketing Program
Department of Economic and Rural Development and Tourism
1800 Argyle Street, Suite 602, PO Box 456
Halifax, NS B3J 2R5
Email: frysa@gov.ns.ca
Phone: (902) 424-3282 Fax (902) 424-2668
Additional Program Information
The personal information provided on this form and any attachments will be used only for the purpose of administrating the Tourism Experiences Marketing Program. It is collected under the authority of Section 26 (a) of the Freedom of Information and Protection of Privacy Act and is protected by the privacy provisions of the Act. This information may be shared between the Department of Economic and Rural Development and Tourism and your RTIA/HRM, for the purposes of the guidelines.
Successful applicants are to be advised that their organization name, project and/or event name as noted on the application form and approved funding amount may be disclosed in accordance with the departmental routine access policy.
