2013 DCBA Strategic Plan - Destination Cape Breton Association

a regular, consistent presence throughout the season. These subsequent ads willcontain a mix of general content and specific event promotion.A sponsorship package is being negotiated with the Cape Breton Post and itsTranscontinental sister papers, which should leverage the buy in those papers to closeto double the actual buy.Speciality PublicationsAdvertising in specialty publications will include the following:Travel Guide to CanadaNova Scotia Motorcycle GuideHalifax Visitor GuideTravel Cape BretonSaltscapes’ Summerscapes publicationMost of these publications have already been booked. They reach the target audiencethat has a specific interest in Cape Breton and/or Nova Scotia as a travel destination.Newspaper will follow behind the television campaign, beginning in May and runninguntil September. The content of these ads will be general to promote the overallcelebrations.RadioRadio advertising will be focused on the local Cape Breton market, as well as visitorswho are already on the Island. It will include the following stations:Newcap (The Giant, The Eagle)Cape Breton Radio (Max 98, The Cape, CJCB)101.5 The Hawk (Strait region)Nish 102.7 (CJFX – Inverness County)CKJM (Cheticamp region)Radio will begin in mid-June with and will run until September. It will include on-air “jocktalk” and ticket giveaways. The radio ads will contain a mix of general content andspecific event promotion.Sponsorship packages are being negotiated with both Newcap and Cape Breton Radio,which should leverage the buy on those stations to double the actual buy. The packageswill also include 3-4 live remotes on site.65