High-impact broadsheet coverage positioning Nova Scotia as an authentic coastal destination
Axis executed a targeted UK media campaign positioning Nova Scotia as an authentic coastal destination, celebrated for its cultural heritage and gastronomy. The strategy prioritised top-tier editorial coverage to boost credibility and reach high-value long-haul travellers.
We partnered with The Times and The Daily Telegraph, aligning editorial stories through planning calls and continuous journalist coordination. Itineraries were optimised for editorial needs, and airfare support from Destination Canada maximised campaign efficiency and reach.
Results
- Secured editorial coverage in two leading UK national broadsheets.
- Delivered 5 feature articles across print and digital channels.
- Reached an audience of 6.5 million highly engaged travellers.
- The Times feature ranked as the top-performing Canada article over 12 months, with more than double the page views of the next-best-performing piece.
- Generated $1,538,407 CAD in media value.
The campaign significantly increased Nova Scotia’s UK visibility and credibility, delivering high-value editorial exposure and lasting media impact.
