Canada’s Atlantic provinces have doubled their marketing spend in the UK, appointing PR and marketing representation for the first time and preparing their first dedicated advertising campaign.

The four provinces of Nova Scotia; Newfoundland and Labrador; New Brunswick and Prince Edward Island are marketed together under the umbrella brand of Atlantic Canada Tourism Partnership, (ACTP) which is represented by KBC PR in the UK.

Using the new tagline ‘The Rhythm of the Sea’, co-operative advertising is planned with Canadian Tourism Commission from January to March, with a standalone campaign to run alongside.

Co-operative ads with tour operators are a possibility and the campaign is likely to be a mix of print and online.

ACTP programme manager Krista Lingley said awareness of the four provinces was the number one issue in the UK.

“We know we have a product that meets the needs of British travellers – there’s wildlife watching, world heritage sites, great seafood and accommodation anywhere from lighthouses to cosy B&Bs.”

Newfoundland also offers the shortest transatlantic flight at five hours from Heathrow.

The ACTP is also considering an incentive scheme to boost trade sales, offering prizes to agents who book Atlantic Canada. This could run in the new year alongside the advertising.