There’s no place like Nova Scotia.

As Nova Scotia was beginning to emerge from its first lockdown and recovering from a tragic mass shooting, Tourism Nova Scotia was faced with the prospect of promoting staycations for the first time.

The Rediscover Nova Scotia campaign was driven by the insight that Nova Scotians were nostalgic—homesick, even—for a place they had never left.

Client: Tourism Nova Scotia

The campaign was rolled out across a variety of traditional and digital media, including out-of-home placements (pictured.)