Lobster Crawl 2022 Sponsorship


The Nova Scotia Lobster Crawl has become one of Nova Scotia’s most significant and impactful annual festivals. Curated by the South Shore Tourism Cooperative as a season-extending and strengthening event – it quickly became clear that February was for lovers of all things South Shore!

While the region’s winter Lobster Season (November -May) is used to capture attention in the marketplace, our beloved crustacean (and all fresh local fare) continues to raise awareness about the South Shore’s unique collection of experiences, resorts, restaurants, craft breweries, and businesses that remain very OPEN in the winter months.

Growing from 50 events in 2018 to a collection of some 150 events in 2020 – appetites and demand for packages and experiences throughout the month of February were wildly successful. Lobster crawlers sipped, surfed, explored, and donned many a bib as they made their way around the spectacular South Shore – from Barrington, the Lobster Capital of Canada to Peggy’s Cove and all ports in between.


The Nova Scotia Lobster Crawl is a vibrant month-long celebration of winter on Nova Scotia’s South Shore. Embracing winter through a February-long Festival, the schedule of diverse activities, events and experiences showcase and celebrate our region’s arts, heritage, culture, music, natural resources and culinary delights, including lobster which is in season during winter. Featuring dining, shopping, lectures, concerts, plays, art and artisan craft shows, classes, and more, participants will (eventually) travel from all over the world to experience the Lobster Crawl, filling accommodations with guests paying rates on par with fall and the fringes of peak-season.

Among the events hosted by South Shore Tourism Cooperative partners, there are a couple of signature events the festival has become known for. On February 2nd, joining all the other groundhogs around North America, our very own LUCY THE LOBSTER crawls out of the Atlantic Ocean in Barrington (the Lobster Capital of Canada) in search of her shadow. Gaining international notoriety, Lucy has become somewhat of a Lob-STAR attracting fans to visit her at the ‘Spa’ at Capt. Kat’s Lobster Shack.

On the first Sunday of the Festival, the LOBSTER ROLL-OFF is one of the tastiest and demand-generating events. More than a dozen restaurants enter their unique twist on a Lobster Roll with hopes of being named the best by an international panel of travel media, and this year, the general public.


The Lobster crawl grows annually! in 2020, participating businesses cited a number of observations, including:
• 19% increased their hours of operation in February to accommodate demand;
• 67% said the festival performance exceeded their expectations;
• 96% said, ‘YES, we’ll be participating in future Lobster Crawls’;
• and, interestingly, 67% of responding operators indicated they too took in events as a participant!

Generating increased volumes of business to accommodations, restaurants, gift shops and galleries, attractions, outdoor outfitters on trails and beaches, it was evident that the Lobster Crawl was gaining momentum. We were on a roll – literally and figuratively. And, having paused our claws on our 2021 festival – we’re back with bibs on in 2022!

Now more than ever, we need an opportunity to showcase local, celebrate local, and support local! As we emerge from COVID 19, and respect all protocols – South Shore Tourism will once again host the appetite-whetting Nova Scotia Lobster Crawl.


Businesses and organizations are creating a dynamic
and inclusive schedule of events across six categories:
• Lobster Rolls • Sip & Savour Culinary Events
• Tours & Experiences • Overnight Packages & Getaways
• Arts, Culture & Live Performances • Outdoor & Sporting Events

While our aspirations and vision include attracting guests from core markets in Canada and the US, in 2022, given the current climate and need to build community support and engagement, target markets will be within Nova Scotia and larger centres in PEI and New Brunswick – our enthusiastic staycationers.

We invite you to join us as we come together, enjoying winter in Nova Scotia throughout February – a vibrant and exciting destination here in Mi’kma’ki, within Kespukwitk, the area in which the South Shore falls.

Until then, visit Nova Scotia Lobster Crawl, experience us on Facebook, Instagram, and give Lucy a follow on Twitter @lucythelobster


We want to work with you to generate the brand awareness and exposure that’s right for you – the following outlines our core opportunities, but we’re always interested in creating a unique package that suits your needs as well.

We are seeking sponsors who align with our vision and voice, who can leverage our reach as we work towards establishing the Nova Scotia Lobster Crawl Festival, as a signature culinary and cultural festival in Canada. All sponsors who crawl aboard in 2022 will enjoy the first right of refusal and will maintain their sponsor benefits until the following year.

There are infinite opportunities to collaborate! Everything from sponsoring events, hosting a Signature Event, providing media exposure, and even donating products; we are looking for sponsors who are interested in partnering with us to deliver a world-class festival.

à la Carte Sponsorship Opportunities

Official Beer, Wine, Spirit of the Nova Scotia Lobster Crawl: $1000
Official Lobster Supplier of the Nova Scotia Lobster Crawl: $1000 plus access to a preferred rate for lobster
Official Media Partner of the Nova Scotia Lobster Crawl: $1500 (cash/product)
Official Merchandise Partner of the Nova Scotia Lobster Crawl: $1500 (cash/product)
Customized opportunity based on investment and exposure, let’s discuss the possibilities that best match budgets and goals.

Official Signature Event Host/Partner Sponsorship Opportunities:

Request for (Event) Partners has been issued for the curation and hosting of the following events. Consider being an integrated and engaged Nova Scotia Lobster ‘Crawler’. Sponsorship opportunities to be negotiated, leveraging investment and exposure.
Nova Scotia Lobster Roll-Off: February 6, 2022
South Shore Makers Showcase: Saturday and/or Sunday in February (flexible dates/name)
Nova Scotia Lobster Boil: a Friday or Saturday in February (flexible dates)
Tail-end Wrap-Up Party: Friday or Saturday within the final weekend in February

2022 sponsorship package details click here


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