Tourism operators from across the province gathered Thursday afternoon in Studio 1 at the Confederation Centre of the Arts to learn how the nearly $4 million marketing budget will pitch P.E.I. to potential visitors.
Under the theme “Come find your Island’’, the campaign will showcase the province as a place catering to foodies, golf fanatics, beach bums, adventure seekers, among other diverse travellers.
“The campaign relies largely on the things that traditionally make our Island mighty, such as our delicious food, beautiful beaches, unique culture, and world class golf,’’ says Economic Development and Tourism Minister Heath MacDonald.
Increased attention will also be placed on “outdoor soft adventure’’ like hiking, cycling and cross country skiing.
“We really do have a lot to offer…we have product here that we really take for granted,’’ Brenda Gallant, director of marketing for Tourism P.E.I., told the packed room of industry players.
“We have to be singing it from the rooftops.’’
The 176-page Prince Edward Island 2017 Visitor’s Guide is now rolling off the presses.
P.E.I. will be promoted through traditional venues like articles and advertising in magazines that sell the virtues of a vacation on our scenic East Coast province.
The Island image will also be splashed on large commuter billboards, wrapped around trains and even appearing in the Canadian Tire Centre in Ottawa where the NHL Senators play.
Digital marketing will be heavy in Ontario, Quebec and the Maritimes from April to September.
The province will also run commercials during the new Anne of Green Gables TV series in the spring.
A traveling cube truck will be set up at festivals featuring food, photos and entertainment.
Gallant says the successful Ask An Islander initiative launched in 2015 will continue this year, noting the website drew more than 10,000 visits last year.
Tourism has been trending in the right direction since the successful 2014 campaign that was filled with special events celebrating the 150th anniversary of the Charlottetown Conference.
Tourists pumped $401.1 million into the provincial economy that year, then spent $4 million more than that the following year and an estimated (final numbers are still being crunched) $427.4 million in 2016.
Visits also jumped from 1,332,189 in 2014 to 1,502,899 last year.
Dave Sayers, associate creative director of Prime Creative, needs only a few words to sum up the upbeat the overriding message in videos his company produced for the marketing campaign: “One amazing Island, endless possibilities.’’
