ACTP is a nine-member, pan-Atlantic partnership that comprises the Atlantic Canada Opportunities Agency, the four Atlantic Canada Tourism industry Associations and four provincial departments.
The brief is to develop and implement a brand-building media relations campaign to raise the region’s profile and promote its direct transport links to the UK.
Another strand is to highlight the attractions of the four provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island through promotional activities.
Kelley Keefe, ACTP UK programme manager, said: ‘Atlantic Canada is closer to Europe than any other part of North America and the UK is a key focus market for us.’
Brighter Group associate director, Gillian Monahan, who will be leading the team, said the region was ‘where British settlement in North America began and where the Titanic survivors were taken, so the region shares many cultural and historical connections with the UK.’
She added: ‘Atlantic Canada also boasts some of Canada’s most spectacular coastline, with warm waters and uncrowded beaches, vibrant towns, picturesque villages and amazing seafood.’