Tourism P.E.I. unveils 2014 marketing plan

Dave Stewart
Send to a friend

Send this article to a friend.

Don Cudmore, left, Tourism Industry Association of Prince Edward Island and Robert Henderson, MLA attended the annual general meeting luncheon held at the Confederation Centre of the Arts, Friday. Henderson spoke at the event.

Anne of Green Gables just keeps paying off for Prince Edward Island’s tourism industry.

Tourism P.E.I. unveiled its strategy for next year when the Island celebrates the 150th anniversary of the Charlottetown Conference, where the Fathers of Confederation began a series of meetings that led to the creation of Canada.

One of the highlights of the plan focuses on the NHK network, Japan’s public broadcaster, which will produce a 156-episode series about Hanako Muraoka, the late scholar and translator of children’s literature. She became semi-famous in Japan for her translation of the novels Anne of Green Gables and The Christmas Carol during the Second World War.

The 15-minute daily drama has an audience of approximately 60 million people. When the Japanese crew visited P.E.I. to see where author Lucy Maud Montgomery grew up they liked what they saw so much that they’ve chosen to air 90 seconds of P.E.I. scenery at the beginning of all 156 episodes. The series begins March 31 and runs through Sept. 9.

“We’re very thrilled with that because of the enlarged viewership and popularity of the show,’’ said Brenda Gallant, director of marketing and communications for Tourism P.E.I. “A great opportunity has presented itself this year. Even though the biography for us focused on the life of Hanako it really does have a strong emphasis on Prince Edward Island because (Anne of Green Gables) was her passion.’’

The provincial government normally spends $4 million on off-Island tourism advertising but will increase that budget by 25 per cent in 2014 for a total of $5.2 million. The province did bring a producer and film crew in to do research for the Hanako to Anne series.

“We see the linkages there,’’ said Tourism Minister Robert Henderson. “Anne has always been a core pillar here on Prince Edward Island and it will always continue in that regard but it’s about fostering and growing it in a little bit more creative fashion.’’

The tourism strategy will continue to focus on traditional markets in Ontario, Quebec and the Maritimes. A strong emphasis will be placed on things like large billboard ads and bus wraps in cities like Montreal and Toronto. It will also continue to focus on media relations so that stories about the province appear in highly circulated print publications and on television. There will also be significant investment in online advertising.

There will also be a mini Celebration Zone that will travel to larger centres in an effort to entice visitors first-hand. It will mirror the Celebration Zone that will occupy Confederation Landing Park in the summer.

Gallant said the province is also making strategic purchases on specialty TV channels like The Food Network and History Channel. Viewers will see specific vignettes on Island food and history. Advertising will also be placed in the Globe and Mail and in Maritime dailies.

The message is — “Come to the Island — Stay for the Party,” meaning there is much more to do next year than just golf, go to the beach and eat lobster. There will be a total of 150 festivals and events to take in as well, including an expanded Canada Day and major concert in Charlottetown in late August, as well as a festival in late August celebrating the Fathers of Confederation.

“I thought the marketing campaign (features) a very patriotic theme,’’ Henderson says, referring to the ‘Come to the Island’ slogan. “I think that’s going to attract more visitors to the Island to learn more about culture and history. As the saying goes, come for whatever your reasons but come for the party.’’

Organizations: Tourism P.E.I., History Channel, Globe and Mail

Geographic location: Prince Edward Island, Green Gables, Charlottetown Japan Ontario Quebec Montreal Toronto Confederation Landing Park

  • 1
  • 2
  • 3
  • 4
  • 5

Thanks for voting!

Top of page



Recent comments

  • Katie Paine
    December 04, 2013 - 13:48

    Does anyone ask how they know it was all worth it ?

  • Jed
    December 01, 2013 - 06:12

    I can't afford to vacation, let alone party on P.E.I. Hotels cost too much and will go up in 2014, gas price is too high, the bridge toll is far too high, the cost of food and beverage is high and will go up, levies and taxes....the average and lower income families can't really afford it. It's going to be a tough sell.

  • don
    November 30, 2013 - 16:57

    well with the gas cost keep going up as wes needs the money for the liberal family. and the donating of OUR tax money. and the cost i'm sure of booze ill go up next and that is good i hope wes puts it up 100%. why would any tourist want to come? plus the cost of a motel/hotel is so high unlike the rest of the maritimes again why come over if you lower the cost per night the people will stay longer. and you make more in the long run but the brains of tiepie has not figured that out. so thanks to the brains of wes, ghiz, tiepie you are going to close. better still look at the sale of black fri the stores may have lost money per items in one way but made money at he end of the day. think about it.

    • booze did go up it just wasnt announced
      November 30, 2013 - 23:37

      liquor went up already just a few weeks ago... they did it quietly thinking people wouldn't notice.. pei is nice but its not worth the money to travel there the LIBERAL PARTY spent TOO much money on their supporters that is why the cost of living there is SO high.. they have to recoup what they STOLE from the people of pei its SO obvious how this LIBERAL PARTY WORKS.. GIVE GIVE GIVE to supporters then TAKE TAKE TAKE from the people of pei.. especially from the poor and middle class.. NDP NDP NDP FOR ME

    • they've been
      December 01, 2013 - 07:49

      They've quietly been raising the price of booze the last year.

  • Guy Cousineau
    November 30, 2013 - 15:00

    so if Anne just keeps paying off, why is the Cavendish area not called Anne's Land any more?

  • rob
    November 30, 2013 - 14:26

    stay for the pary!!! untill 9 59 pm, then straight home to bed because we all know what happens when there is music being played at such a late hour in the downtown core

  • And the
    November 30, 2013 - 08:29

    “Come to the Island — Stay for the Party” And taxpayers will pick up the tab, & have the $$ hangover.