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July 14, 2011
For immediate release

Brand Essence Award winners reap marketing rewards

Tourism and Culture

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As recipients of the 2011 Brand Essence Award, the MacInnis Family won a great opportunity to meet with Tourism PEI’s account management, Heiro Marketing, for a consultation on their 2012 advertising campaign, says Minister of Tourism and Culture, Robert Vessey.

“Gordon and Winnifred MacInnis, Tyson and Sherry MacInnis and Family provide an enriching and relaxing visitor experience at Cavendish Maples Cottages. They are natural brand ambassadors,” said Minister Vessey. “Their property offers a retreat setting and the additional services and facilities they offer ensure that families have time to reconnect and visitors can escape their busy lives in this relaxed setting.”

Beyond the recognition of the award and the $2,500 credit toward coop advertising with the Province, another significant benefit is the opportunity to spend a half-day working session with creative and strategic staff from Heiro Marketing and their affiliates to help maximize the winners’ efforts for their 2012 tourism marketing and communications.

The Tourism Advisory Council of Prince Edward Island (TAC), along with Tourism PEI, present this annual Brand Essence Award to an operator who is an ambassador - not only bringing the brand to life through their marketing efforts, but also who communicate the Gentle Island positioning in their daily interactions with visitors.

“The MacInnis family have great family heritage in the tourism industry in Prince Edward Island,” said John-Anthony Langdale, Chair of the Tourism Advisory Council. “Their knowledge of the industry translates into a first-class visitor product that is true to our Island reputation for great hospitality and an authentic ‘Gentle Island of Rejuvenation’ experience. They are constantly enhancing their property and marketing and we look forward to seeing how their session with Hiero Marketing helps them take it to the next level, with an eye to social media, public relations and new marketing tools in keeping with the Provincial strategy.”

Charles MacIntyre of Hiero Marketing became Account Services Manager for Tourism PEI earlier this year under a new model which moves away from an agency of record and enabled Tourism PEI and the Tourism Advisory Council to contract an Account Manager and then subcontract public relations, creative, media buying and social media expertise on a more flexible basis as needed and with the best fit for our markets.

The annual call for nominations will be advertised in January with the 2012 Brand Essence Award Winner to be announced at the 2012 Marketing Campaign Launch at the Tourism Industry Association of PEI’s annual meeting in March. More about the Brand and the Brand Guidelines booklets for operators wishing to incorporate the positioning into their own efforts may all be accessed from the TAC website at

Media Contact: Mary Moszynski
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