Early bird gets tourists

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It shouldn’t  come as any great surprise that an earlier launch of our tourism marketing campaign has resulted in a substantial increase in traffic on the Tourism P.E.I. website.

It begs the question why the province and the Tourism Industry Association of P.E.I. have usually waited until March to launch that year’s marketing campaign.

For many folks, preparing for the main holiday of  the year isn’t a snap decision. It requires a lot of planning and budgeting. If they don’t see the Island’s marketing campaign until March and an early summer holiday is in the works, well, the province may miss out.

The impact of P.E.I 2014 is in play here. The umbrella group in charge of the 150th celebrations of the Charlottetown Conference brought some additional funding to the table to publicize our sesquicentennial and an earlier launch was economically feasible. The results have obviously been very positive.

There is a good chance it will pay dividends for the province as potential visitors and tourists take advantage of the earlier marketing campaign and make plans to come here for the party.

Many people have seen the excellent video production inviting visitors to come to the province this year. The fast-paced, energetic ad with the 2014 celebration theme, touches base with many Island attractions. It’s a hit.

The tourism partnership could learn a lesson here and start marketing in the year before to attract more visitors. It’s already proven its worth. Unveiling a campaign in November and sitting on it for five months doesn’t make a lot of sense.

Organizations: Tourism Industry Association of P.E.I.

Geographic location: Iceland, Charlottetown

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