Case Study

Partnerships in Travel and Tourism: #ThisIsHalifax, Digital Ambassadors Tell The World

Economic Development


The Halifax Partnership of Halifax, Nova Scotia wanted to create a unique and cohesive way to amplify its positive local news, and to galvanize Halifax’s influencers—entrepreneurs, executives, and digitally active locals—to share the city’s messages with a wide online audience.

Services Provided


DCI devised a grassroots digital ambassadors program and developed a “Halifax Champions” brand identity for the group, which included a logo, website content and design,  and cohesive messaging that would resonate across a diverse group of ambassadors.

DCI worked with us to develop the Halifax Champions program - a customized digital ambassador program that speaks to Halifax’s unique story and competitive advantages. Our Champions appreciate regularly receiving positive news about Halifax which they can share with their social networks. They are proud to say #ThisIsHalifax! Sarah Beatty, Communications Coordinator, Halifax Partnership


  • Based on research and analysis of the Halifax Partnership’s target audiences and new branding, DCI developed the “Halifax Champions” brand, design and copy for a full microsite that details the program and houses its signup.
  • Kick-started Halifax’s social media presence along with the launch of a new website, sharing regional news and trends using the hashtag #ThisIsHalifax.
  • Partnered with local stakeholders like the Symphony Nova Scotia to distribute prizes as incentive for invitees to join the Halifax Champions Program.
  • Crafted an editorial calendar of topics for blog content to be distributed to Halifax Champions, along with relevant news stories.

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