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Jamie Oliver and Alex James to present ‘The Big Feastival,’ featuring Nova Scotia

About 30,000 potential visitors will discover why Nova Scotia is a perfect culinary destination at Jamie Oliver’s Big Feastival event in the UK on August 31 and September 1.
Jamie Oliver and musician, Alex James will present The Big Feastival, a unique two-day celebration of music, food and fun for the whole family, set on Alex’s idyllic Cotswolds farm.

The event builds on our ongoing activities with the Jamie Oliver brand, encouraging culinary enthusiasts from one of our key international markets to visit Nova Scotia.

The Big Feastival is supported by a UK marketing and PR campaign. Nova Scotia will be featured throughout the campaign, with key positioning in e-newsletters and across social media.

Additional marketing efforts through Jamie Oliver channels will leverage Nova Scotia’s sponsorship of the event. Building on the success of the North American ‘Hit the Road With Me’ social media contest, we will run a similar contest targeted at UK residents called ‘Win a Nova Scotia Road Trip’ in an effort to increase our UK Facebook fans and email subscribers. A full-page ad promoting a social media contest to win a Nova Scotia road trip will be featured in jamie magazine, on, and through his Facebook page. Editorial content on Nova Scotia will also be featured in the upcoming edition of jamie magazine, due to hit newsstands on August 1.

Nova Scotia will host a feature marquee at The Big Feastival, highlighting the amazing things to see and do in our beautiful province. The NSTA will partner with Taste of Nova Scotia to showcase our culinary products and experiences. During the festivities, Taste ambassador, chef Craig Flinn will host culinary demonstrations for the crowd.

In collaboration with Destination Halifax and the Halifax Stanfield International Airport, Nova Scotia will also host an event for key tourism, MICE (meetings, incentives, convention, exhibitions), and travel media clients on August 31. Multi award-winner, Air Canada will promote air access from London Heathrow to Halifax throughout the weekend at the Nova Scotia marquee.

The Big Feastival marketing promotion is an important tactic in the long-term strategy for Nova Scotia tourism, which seeks to attract more first-time visitors from our lucrative overseas markets. The UK is Nova Scotia’s largest international market, attracting more than 20,000 visitors in 2012.

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