Tourism Nova Scotia’s Digital Content Marketing Program (DCMP) gives Nova Scotia tourism businesses and organizations the opportunity to partner with TNS to create high-quality photos and videos and/or run digital marketing campaigns promoting their products and experiences in key markets such as Atlantic Canada, Ontario, Quebec, and the Northeastern United States.

Participants submit one application and can request:

• Content creation (professional photo/video production)
• Digital marketing (paid online campaigns); or
• Both, as a combined project

Content created through the program is used by both the partner and TNS. Assets may appear in TNS campaigns, on NovaScotia.com, in the Doers & Dreamers Travel Guide, and in materials shared with travel trade and media, providing partners with additional exposure beyond their own channels.

Program Components

1. Content Creation

Partners co-invest with TNS to produce professional photo and video assets that showcase their destination, experiences, or events. Typical elements (tailored to each project) include:

• On-location professional photo/video shoots (single or multi-day)
• Edited short social videos (15–30 seconds), list-style or longer-form videos (e.g., mini-documentaries)
• Professionally finished photographs (e.g., 10–40+ images)
• 4K B-roll footage provided on a hard drive for future use and re-editing
• Access to a producer who helps refine concepts and guide production

Example co-investment packages range from $20,000 to $100,000+ total production budget (partner + TNS match), depending on the scale of the project.

2. Digital Marketing

Partners with suitable existing content can co-invest in customized digital campaigns managed by TNS and its marketing agency. Campaigns may run from 1 to 12 months and can include combinations of:

• Social traffic ads (Facebook/Instagram) driving clicks to your website
• Social video ads (Facebook/Instagram) to build reach and views
• Boosted partner or influencer content on social channels
• Google Display and YouTube ads for awareness and remarketing
• Google Search ads to capture intent-based demand

Sample media packages show co-investments starting around $17,250 total media value (partner + TNS match, including 15% media buying fee) and scaling to $115,000+ for larger, multi-tactic campaigns.