Travel Media Specialist (Program Admin Officer 3)

About Us

The Department of Communities, Culture, Tourism and Heritage (CCTH) helps build vibrant, inclusive, and accessible communities across Nova Scotia. Through our work, we support quality of life for Nova Scotians while helping create memorable visitor experiences. We value the diversity of our people and heritage and believe culture plays an important role in building healthy, active, and growing communities.

Tourism Nova Scotia, a division of CCTH, works to attract visitors and grow the value of tourism to Nova Scotia’s economy. We do this through research, experience and sector development, business coaching, marketing, and visitor servicing. Join us and contribute to work that supports tourism businesses, strengthens communities, and helps showcase Nova Scotia to the world.

About Our Opportunity

Reporting to the Manager of Market Development, the Travel Media Specialist supports the planning and execution of travel media relations programs that increase destination awareness and generate positive earned media coverage. The Specialist serves as a key liaison between travel journalists, content creators, tourism stakeholders, and destination partners to share Nova Scotia’s stories in key markets and help inspire travel to the province. The Specialist identifies strong media opportunities, builds strategic partnerships, and tracks results to guide future activity.

Primary Accountabilities

Strategy and Program Delivery

• Support travel media plans, story development, and destination storytelling priorities.
• Plan and deliver media programs, press trips, marketplaces, and partnership activities.
• Assess media and content creator opportunities based on strategic fit, reach, partner value, and expected results.

Media and Content Development

• Research and develop story ideas, pitches, itineraries, briefing materials, and destination content.
• Support content creation for fact sheets, website content, newsletters and communications.
• Follow travel media trends and share ideas that support Nova Scotia’s tourism goals.
• Support inclusive storytelling that reflects Nova Scotia’s regions, communities, cultures, and visitor experiences.

Partnerships and Representation

• Build relationships with tourism operators, partners, industry stakeholders, and media contacts.
• Represent Tourism Nova Scotia at media marketplaces, conferences, meetings, press trips, and advisory committees.
• Manage partnerships that support earned media and destination promotion.

Project Management and Reporting

• Manage budgets, timelines, contracts, partner contributions, and multiple projects.
• Coordinate work with agencies, suppliers, partners, and internal teams.
• Track and report on earned media value, coverage quality, reach, engagement, partner participation, and market alignment.
• Prepare communications, presentations, reports, recommendations, and briefing materials.

Qualifications and Experience

You have a Bachelor’s degree in Tourism, Business, Public Relations or a related field, plus five years of related experience in public relations, travel media, destination marketing, or a comparable field. An equivalent combination of training and experience may be considered.

Required Experience and Competencies
We’re looking for someone who brings:

• Experience delivering media relations, travel media, content creator, destination marketing programs.

• Sound judgment to assess opportunities based on strategic fit, reputation, partner value, and expected results.
• Demonstrated understanding of destination marketing, audience targeting, and how tourism experiences are positioned for different markets.
• Experience creating story ideas, pitches, itineraries, briefing materials, and destination content.
• Experience coordinating events, itineraries, and hosting travel writers or content creators.
• Strong relationship-building, communication, and presentation skills.
• Strong project management, organization, and budgeting skills.

Assets for this role include:

• Knowledge of Nova Scotia’s tourism industry, sellable experiences, regional priorities, and key tourism partners.
• Established relationships with Canadian and/or international travel media, content creators, or destination partners.
• Experience using specialized media monitoring, itinerary planning, analytics, or reporting tools.
• Second-language skills that support work in priority tourism markets (French/German).

Equivalency

Applicants relying on education and experience equivalencies must demonstrate such equivalencies in their application.

Benefits

Based on the employment status and union agreement, the Government of Nova Scotia offers its employees a wide range of benefits such as a Defined Benefit Pension Plan, Health, Dental, Life Insurance, General illness, Short and Long Term Disability, Vacation and Employee and Family Assistance Programs.  For information on all our Benefit program offerings, click here: Benefits for government employees.

Additional Information

You must have access to reliable transportation as this role requires occasional travel within Nova Scotia, Canada, and international markets, including travel during some evenings and weekends.

What We Offer

• Career development where you have access to career guidance, tools, resources, and ongoing training for every stage of your career
• Engaging workplace: our employees feel valued, respected, connected, and tuned in, we have forward-thinking policies and strategies
• Countless career paths
• A Dynamic, client-focused office environment where service excellence and teamwork are our focus.