new brunswick tourism commercial

Tourism Industry Information & Support

New Brunswick’s Destination Brand

Unveiled in 2020, New Brunswick’s Destination Brand highlights the ethos of our people, our place, and our values to deliver a compelling and consistent brand story from promise to delivery. Developed through a rigorous process combining market research, industry consultation and competitive review, the new destination brand weaves a strong and consistent identity across all tourism efforts, from marketing campaigns to product innovation to regional development. It tells a story that only we can tell, in a way that’s both authentic to New Brunswick, appealing to our target visitors, and ownable in the market – three critical pillars of success.

The development of a solid brand is foundational to the success of our province as a tourism destination – but we can’t do it alone. The Brand Playbook and resources below are designed to help our industry partners join us in building and strengthening New Brunswick’s destination brand identity across all efforts, all markets, and all experiences.

We invite you to view the video below to discover New Brunswick’s Destination Brand .

“It’s our welcoming nature.”

New Brunswick is the antidote to overcrowded, overproduced vacations. It’s a place where people haven’t forgotten the importance of the simple things in life. Where discoveries are real and experiences aren’t made out of plastic. It’s where you’ll find the time to slow down, the space to breathe and take it all in, and the energy to make transformational connections … with nature, with our locals, and with each other.

New Brunswick is the ultimate host, and no matter where our guests started or why they came, we’ll make sure they take a piece of New Brunswick with them. Those good memories will tide them over until they return.

In New Brunswick you will find people who follow their traditions, treasure their families, and remain unapologetically true to themselves. We believe in authenticity, kindness, adventurousness, and joie de vivre .

A visit to New Brunswick is filled with genuine, kind people from diverse cultures; approachable experiences, both urban and natural; and unfiltered nature – from mountains, to rivers, to sea.

BRAND RESOURCES FOR YOU

Contact Us:

For questions regarding the Tourism New Brunswick destination brand, please contact Sylvain Pitre, Brand Coordinator: [email protected] | 1-506-230-2376

For image and video bank needs, please contact Elana Kelly, Digital Assets Officer: [email protected] | 1-506-230-3137

New Brunswick purchases Super Bowl ad...

New brunswick purchases super bowl ad by selling moncton.

FREDERICTON – During tonight’s Super Bowl broadcast viewers will see a new ad encouraging tourists to visit scenic New Brunswick , which the province financed by selling off the city of Moncton .

“We’re viewing this ad as a marketing investment, which the good people of Moncton ultimately couldn’t argue with,” noted Mark Gauthier, a spokesperson for New Brunswick’s Tourism, Heritage and Culture Minister. Gauthier added that, once the economics of purchasing an ad during Sunday’s Super Bowl broadcast were explained to the province’s most populous city, they soon erected the giant “For Sale” sign themselves.

Added Gauthier, “We look forward to this Super Bowl ad attracting tourists to visit our entire beautiful seaside province, with the exception of Moncton, which is now being turned into a 140 sq km outdoor paintball arena.”

Plans to sell Moncton originally hinged on finding a buyer for the “Hub City” . An offer was fielded for the Irving family to purchase the city and turn it into a storage space for their collection of faberge eggs. One anonymous offer was rejected once it was revealed to be from the government of Nova Scotia, attempting to expand their territory westward.

Once the sale of Moncton to Gary’s Outdoor Paintball and ATV Range was finalized, New Brunswick officials hit another snag over where the Super Bowl ad would actually air.

“It turns out that we only made enough money to buy a commercial on the Canadian Super Bowl broadcast,” notes Gauthier, revealing that the sale of Moncton just barely netted the $186,000 fee required for a prime time CTV Super Bowl spot.

“Can you imagine how much of New Brunswick we’d have had to sell off to afford an entire American Super Bowl commercial,” asked an incredulous Gauthier.

Canadian Super Bowl viewers can watch the New Brunswick tourism spot airing after a commercial for CTV medical drama Transplant , and before another commercial for Transplant .

• Bay of Fundy
• Covered Bridges
• Hopewell Rocks
• Lighthouses
• Explore All Cities & Regions
• Campbellton
• Fredericton
• Moncton & Dieppe
• Acadian Peninsula
• Albert County
• Charlotte County and Fundy Isles
• Lower Saint John River Valley
• Upper Saint John River Valley
• Loyalist Legacy
• Explore Outdoor Adventures
• Paddling & Tubing
• Boating & Sailing
• Mountain Biking
• Whale-watching
• Birdwatching
• Ziplining & Aerial Adventures
• Zoos and Aquarium
• Snowmobiling
• Downhill Skiing & Snowboarding
• Cross-country Skiing & Snowshoeing
• Winter Biking and Fat Biking
• Dog Sledding
• Explore Arts, Culture & Heritage
• Art Galleries
• Film, Theatre and Dance
• Historic Sites
• Inspired by NB
• Music & Performances
• Zoos and Aquariums
• Explore Food & Drink
• Apple Orchards & U-Picks
• Chefs and Restauranteurs
• Distilleries
• Farmers Markets
• Lobster & Seafood
• Maple Syrup
• Wineries and Cideries
• Signature Events
• All Festivals & Events
• Explore All Shopping
• Made In New Brunswick
• Plan your Visit
• Places to Stay
• Festivals & Events
• Deals & Packages
• Tourism Listings
• Scenic drives
• Exploring By Motorcycle
• Explore By Bicycle
• Explore By Electric Vehicle
• All Road Trips
• Acadian Shores
• Appalachian Outpost
• Ferries & Farms
• Fundy Coast
• Hops & Harvest
• Miramichi River
• Rides & Welcomes
• Summer in NB
• Winter in NB
• Our Stories
• The Explore NB Street Team

Planning Your Trip

Travelling in new brunswick  , visitor information.

You can email us at [email protected] to ask questions or call 1-800-561-0123 to speak one-on-one with one of our helpful New Brunswick travel consultants.

To order a copy of the New Brunswick Travel Map with itineraries and road trip inpiration, please fill out this form .  

If you’re already on the road, stop at a Visitor Information Centre  to take advantage of a variety of free services to make your travel in the province stress-free.

International travellers

For entry into Canada and Canada-U.S. border restrictions, visit the Government of Canada page  or call 1-800-461-9999.

New Brunswick is in the Atlantic Time zone

The Atlantic time zone (UTC/GMT -4 hours) is 4 hours behind London time and 5 hours behind European time. If you are traveling from Ontario, Quebec or Maine, don’t forget to set your watch an hour ahead!

We also participate in Daylight Savings Time, which means that on the second Sunday in March, the clock goes ahead one hour – until the first Sunday in November when the clock goes back one hour.

Sales Tax, Tips

The sales tax is called the Harmonized Sales Tax (HST) and is applied at a single rate of 15% to a base of goods and services. (This percentage is made up of 5% federal tax and 10% provincial tax.)

A tip of 15-20% of the total bill (before tax) at bars and restaurants is customary. Tips are also given to tour guides, taxi drivers, and for spa treatments and haircuts.

Public Holidays

New Year's Day – January 1 Family Day – Third Monday of February Good Friday – First Friday after the full moon on or after March 21 Easter Monday – First Monday after Good Friday Victoria Day – First Monday preceding May 25 Canada Day – July 1 New Brunswick Day – First Monday in August Labour Day – First Monday in September Thanksgiving Day – Second Monday in October Remembrance Day – November 11 Christmas Day – December 25 Boxing Day – December 26

Visitor Information Centres Map

New brunswick visitor information centres.

Atlantic Salmon Museum

Bathurst Visitor Information Centre

Blackville Visitor Information Centre

Bouctouche Visitor Information Centre

Cambridge-Narrows Visitor Information Centre

Campbellton Visitors Information Centre

Share your #explorenb shots.

N.B. spends more than $1.7M on tourism promotion during world juniors

'it's basically our chance to show off to the world all the great things that new brunswick has to offer'.

Social Sharing

People watching the world junior men's hockey championship on television are also getting a look at a New Brunswick tourism campaign.

Explore N.B., a campaign run by the province's Tourism Department, has spent $800,000 for on-the-ground activities and programming.

This includes advertising in both Halifax and Moncton, fan-fest activities, VIP programming, regional events and community viewing parties. 

In addition, the organization has also spent $969,000 on television commercials to promote the province to a national and international hockey audience.

The ads, which are running on TSN and the RDS and NHL specialty channels, feature aerial photography showcasing the province's scenery and outdoor activities. They have also been running at Cineplex theatres in Toronto and Montreal.

"It's basically our chance to show off to the world all the great things that New Brunswick has to offer," said Brendan McGuire of Explore N.B.

In Moncton, a yurt at the Avenir Centre has welcomed visitors with information and activities. Tourists have kept warm near a campfire where they can enjoy snacks and beverages.

Amy Hill, who was at the campfire with daughters Kaylee and Ella, said she recently moved back to nearby Riverview from Halifax.

She said she's impressed with the activities taking place around the Avenir Centre. For New Year's Eve, Hill and her family had tickets to the U.S.-Finland game.

Moncton's hosting role ends Monday night, and championship play will continue in Halifax.

Explore N.B. is targeting visitors at the Scotiabank Centre in Halifax through an indoor fan experience.

Co-ordinated effort

With only eight months to prepare for the world juniors, organizing a tourism campaign to welcome an international audience was a co-ordinated effort. Explore N.B. worked with various levels of government, community groups and organizations across the region. 

When the world juniors were announced for Halifax and Moncton, the province immediately realized the potential to showcase New Brunswick on the world stage, and enthusiasm has been high, McGuire said.

• World Juniors a big boost for Moncton businesses
• World junior hockey championship will be a boost to Moncton's 'mojo,' says mayor

McGuire said the hope is that the effort will put New Brunswick on the map for other large-scale sporting competitions. 

"We'd love to attract curling. We would love to attract cross-country skiing, downhill skiing," he said. "We have great spots here in the province." 

Campaign targets 

Explore N.B. will be assessing the campaign's success through several avenues, including through online activity on its website, social media platforms and through a QR code-driven contest to win a signed Team Canada jersey and a trip to visit New Brunswick. Quebec audiences are being targeted through a chance to win a snowmobiling trip. 

The Tourism Department will also assess success through the use of a tourism sentiment index, an online tool commonly used in destination campaigns to measure awareness and perceptions of a community.  

According to Katie Kohler,marketing director with the department, New Brunswick is already 10 points higher for December than in previous years, making it the best December score they've had to date. 

Although the world junior hockey tournament will end on Jan. 5, the tourism campaign will continue across Canada through the winter to late fall 2023, with the hope of building on the momentum started with the games. 

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100+ ways New Brunswick businesses are reshaping the tourism landscape

From: Atlantic Canada Opportunities Agency

News release

Government of Canada invests more than $6.7 million in 53 tourism projects to enhance offerings for visitors

May 26, 2023 · Fredericton, New Brunswick · Atlantic Canada Opportunities Agency  (ACOA)

Over the past two years, New Brunswick’s tourism operators have doubled down to build experiences, accommodations, and strategies to strengthen Atlantic Canada as a destination of choice – spearheading more than 100 projects through the Government of Canada’s Tourism Relief Fund . That work continues, and ACOA is here to help businesses as they attract more visitors to the region and grow the industry with fresh approaches to delivering world-class tourism.

Today, the Honourable Ginette Petitpas Taylor, Minister of Official Languages and Minister responsible for ACOA, announced over $6.7 million in Tourism Relief Fund (TRF) support to 53 projects with businesses and organizations across New Brunswick. This is in addition to $6.4 million in previously announced TRF contributions to 53 New Brunswick businesses since the program launched.

Minister Petitpas Taylor showcased six of the new projects from across the province that demonstrate the TRF’s focus on building, upgrading and diversifying innovative tourism products:

·       $500,000 to Metepenagiag Heritage Park Inc. in Red Bank, a modern Indigenous interpretive site, to help enhance products and services.

·       $500,000 to Camping Plage Aboiteau Beach Inc. in Cap Pelé, to establish a glamping resort and attract visitors to one of Canada’s top beaches.

·       $350,000 to the New Brunswick Potato Museum Inc. in Florenceville-Bristol, the French Fry Capital of the World, to revitalize infrastructure and programming to enhance the tourism experience.

·       $166,106 to the Grand Falls Cycling Committee Inc. to improve bike trails throughout the Town of Grand Falls.

·       $99,999 to Salty Towers Inn Ltd. in Saint Andrews to renovate and increase the comfort of visitors to extend their stays in one of New Brunswick’s anchor destination locations.

·       $75,000 to   Second Nature Outdoors Inc.  in Fredericton to purchase new recreational equipment to expand and diversify their small craft water experiences.

Launched in July 2021, the TRF has helped organizations and businesses in the tourism sector upgrade their offering of innovative products and services, enticing new visitors, and reinvigorating the economy. Canada’s regional development agencies have been delivering the $485 million in TRF support. 

“We have so much to be proud of in our beautiful region, and so much to share with visitors. As we launch the tourism season, we are reaffirming the sector’s vital importance to our economy, and are committed to helping tourism businesses and organizations in New Brunswick develop the world-class experiences that make Atlantic Canada such a sought-after destination.” -        The Honourable Ginette Petitpas Taylor, Minister of Official Languages and Minister responsible for ACOA

“It’s time for Canada’s tourism sector to push past reviving all the way to thriving. Our government’s investments in tourism over the last three years focused on sustaining and rebuilding the tourism ecosystem, promoting what we have and designing for the future. A fully recovered and robust tourism sector is key to our government’s ongoing work to build an economy that works for everyone. Together, we can make sure that Canada’s tourism sector is something that visitors and Canadians alike will celebrate and enjoy for generations to come.” -        The Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance

“Our glamping project would not have happened without support through the Tourism Relief Fund. It was essential in securing the rest of the funding needed to complete our project, which will benefit the whole community through economic spinoffs.” -        Frank Richard, President, Camping Plage Aboiteau Beach Inc.

“The funding for the New Brunswick Potato Museum from ACOA’s Tourism Relief Fund is a huge help for our project to update many parts of the museum along with the outside facility and storage areas.  With the expansion and improvements, the facility will now offer longer hours and 7 days per week for visitors. As a major attraction in the river valley, we are excited that this will bring even more tourists to our area and community.” -        Tammy Kirkland, Manager, New Brunswick Potato Museum Inc.

“The Tourism Relief fund has been an invaluable support to our company during a very uncertain time. It has allowed us to continue to invest and seek out new opportunities for our business when we may otherwise have not.” -        Andrew Cuthbertson, Owner, Second Nature Outdoors Inc.

“I cannot thank ACOA enough for their generous support of our project. Their assistance enabled us to bring our vision to life, and the upgrades to the building have been a huge success. Everyone involved in this project has been incredibly grateful for their support. ” -        Patricia Dunnett, General Manager, Metepenagiag Heritage Park

"We would like to thank ACOA for providing us the opportunity to upgrade our historic inn. It is helping us to deliver an enhanced customer experience and establish Salty Towers as a recommended accommodation in Saint Andrews." -        Carmel Rioux, Treasurer, Salty Towers Inn

“We just completed a portion of the TransCanada Trail within the original boundaries of the Town of Grand Falls last fall.  It was completed as a ‘green’ trail for bicycling, walking, skateboarding, etc with funding from ACOA, RDC, Infrastructure Canada and the Town of Grand Falls.  Without the multilevel funding given to our organization this project would never have seen the light of day.” -        Earl Toner, President, Grand Falls Cycling/Veloroute de Grand-Sault

Quick facts

The Tourism Relief Fund was a $500-million national program to support the tourism sector in Canada, including $485 million for regional priorities administered by Canada’s regional development agencies and $15 million for national priorities administered by Innovation, Science and Economic Development Canada.

A minimum of $50 million of the fund’s budget was earmarked for Indigenous tourism projects. Indigenous communities that rely heavily on tourism were disproportionately affected by the pandemic. 

$48.5 million from the Tourism Relief Fund was allocated to the Atlantic Canada Opportunities Agency to administer in the Atlantic region. 

Launched in July 2021, the Tourism Relief Fund ended on March 31, 2023. 

Associated links

• Tourism Relief Fund

Marianne Blondin Press Secretary Office of the Minister of Official Languages and of the Atlantic Canada Opportunities Agency [email protected]

Ann Kenney Senior Communications Officer Atlantic Canada Opportunities Agency [email protected]

Metepenagiag Heritage Park Inc. Patricia Dunnett General Manager [email protected] 506-836-6118

Camping Plage Aboiteau Beach Inc. François Richard President [email protected] 506-533-4278

New Brunswick Potato Museum Inc Tammy Kirkland Manager [email protected] 506-392-1955

Salty Towers Inn Ltd Carmel Rioux Treasurer [email protected] 514-463-7470

Second Nature Outdoors Inc Andrew Cuthbertson Owner [email protected] 506-460-2260

Grand Falls Cycling Committee Inc. Earl Toner President [email protected] 506-473-6038

Stay connected

Follow ACOA on Facebook , Twitter , LinkedIn and Instagram .

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