Colour and Blue Ocean client, Nova Scotia Tourism, is bringing a taste of the province’s culture to the United Kingdom this summer by teaming up with the well-known and popular Jools Holland outdoor picnic concert series.

Talented Nova Scotian musicians Jimmy Rankin, David Myles and Meaghan Smith are performing in a series of ‘pre-shows’ before the main Jools Holland performances until August 8th throughout the UK. Concert goers are getting an unexpected musical treat and have the opportunity to learn more about what Nova Scotia has to offer, as well as a chance to win a vacation for two to Nova Scotia.

Sara Newman, Account Executive at Colour, accompanied her client to the UK for the kickoff of the concert series in June.  “It’s great that the Province can be a part of this. The UK is an important growth market for tourism in Nova Scotia,” says Sara, who was born in the UK herself.

Although visitors from the UK account for less than two per cent of all visitors, it shows potential for growth. While small in number, visitors from the UK typically stay longer and spend more. European visitors contribute eight per cent of the province’s total tourism revenues. This concert series is a prime opportunity to showcase the rich and vibrant culture of Nova Scotia to its largest European market and entice people to visit.