The Musée des Acadiens de Pubnicos, Nova Scotia, houses a collection depicting the lives of the region's Acadian pioneers and their descendants from 1653 to the present. There is also a local craft shop, a traditional garden and a genealogy research centre. Despite its diverse offering, the museum needed advice in order to effectively penetrate the target markets and become a must-see stop for visitors.

The rigorous approach involved several steps to achieve these goals, including:

- An analysis of the museum's supply and business environment
- An analysis of museum trends and the marketing of comparable tourism products
- A portrait of current and potential clients
- Developing strategic objectives and directions
- Developing scalable strategic implementation and marketing action plans

The approach has enhanced the management skills of the museum team. It also aimed to increase its reach, improve the quality of the customer experience, increase traffic and develop new partnerships and financial support.

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Photo credit: © Musée des Acadiens des Pubnicos