Driving sustainable UK market growth through coordinated trade, media, and consumer activation
Axis delivered an integrated UK market programme to drive sustainable tourism growth, raise destination awareness, and diversify Nova Scotia’s product portfolio. The strategy blended trade development, targeted media engagement, and consumer activation to strengthen operator distribution, elevate visibility, and generate measurable visitation growth.
A multi-channel programme was implemented across trade, media, and consumer activity. Key elements included extensive product development with tour operators, strategic co-marketing partnerships, FAM trip coordination, and comprehensive sales training to deepen destination knowledge and distribution. Consumer campaigns and competitions generated awareness and leads, while proactive media relations secured ongoing editorial coverage and compelling destination storytelling in the UK market.
Results
- Conducted 150 product meetings, introducing or enhancing 118 itineraries across 42 tour operators.
- Delivered 6 co-marketing agreements, achieving $10 revenue for every $1 invested.
- Coordinated 3 FAM trips with 16 qualified product managers.
- Trained 548 frontline sales agents on the destination.
- Delivered a high-impact consumer campaign generating: 5.5 million impressions, 2.1 million reach, 20,000 page views, 14,000 competition entries, 2,327 opt-in consumer contacts
- Distributed 16 press releases, conducted 150 media meetings, and hosted 8 media visits.
- Secured $2,975,236 CAD in media coverage.
- Achieved 13% year-on-year visitor growth.
The programme’s integrated approach delivered sustained market growth and long-term impact for Nova Scotia through aligned trade, media, and consumer strategies.
