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Stop the Clock, Start the Story

Destination Cape Breton Launches New “Take Your Time” Campaign

There is a specific kind of regret often felt by those leaving Cape Breton Island – the realization that they simply didn’t stay long enough. Today, Destination Cape Breton is turning that insight into an invitation with the launch of its new signature tourism campaign, Take Your Time.

Developed in partnership with agency of record Rhyme + Reason, the campaign is a direct response to a consistent pattern found in visitor research: travellers arrive with a tightly packed itinerary, only to discover that the soul of Cape Breton Island – Unama’ki cannot be rushed. Whether it’s the time to savour the views at the Skyline Trail, take in another set at a pub when the tunes are so great, or listen intently to a Mi’kmaw knowledge keeper sharing the wisdom of their rich culture, these experiences require room to breathe.

Moving from “Passing Through” to “Staying Awhile”

The campaign marks a strategic evolution for Destination Cape Breton, moving from showcasing an array of amenities to weaving a single, dramatic narrative that encourages stays of 5-7 days or more. This alignment with Destination Cape Breton’s new three-year strategy aims to foster a destination experience that is good for the soul of our visitors while providing tangible benefits for our tourism operators.

“We know Cape Breton Island is already on many people’s radar, often as part of a broader trip,” said Terry Smith, CEO of Destination Cape Breton. “What we’re working to change is how much time they give themselves on the Island as part of their itinerary. Research shows that extending the average length of stay by one day will inject an incremental $125 million into our economy annually.”

The Creative Heart: A Hero’s Journey

At the centre of the campaign is a Hero video that captures the Island’s magnetic pull. The story follows a visitor who, after experiencing the authentic warmth of the Island, finds increasingly creative (and witty) reasons to delay their departure.

Launch Details

The “Take Your Time” campaign rolls out today across key Canadian markets, supported by a full digital media plan.

For more information and to start planning your extended stay, go to visitcapebreton.com.