March 8, 2007
For immediate release
PEI Tourism Industry Reviews 2007 Marketing Plans
Honourable Philip Brown, Minister of Tourism, joined the Chair of the TAC Marketing Committee, Michelle Thompson, as details for the tourism marketing campaign for 2007 were presented to the TIAPEI membership.
“This is always an exciting time for the tourism industry as everyone begins gearing up for the summer season,” noted Minister Brown. “The advertising component is created with the ongoing cooperation of industry partners, based on a great deal of research. Beyond the television ads, we have a broad campaign which includes print and on-line marketing, numerous trade shows, and co-operative packaging with industry members to keep Prince Edward Island top-of-mind for travellers.”
Ms. Thompson noted that, “We have an excellent campaign lined up for this year, with a lot of new initiatives including: marketing PEI in Calgary, building more awareness in Boston to promote the new Delta flight, enhancing our packaging efforts with the new Genuine Island Experiences booklet, offering contests to generate buzz, buying more specialty television media, and enhancing one-to-one communication with potential consumers. Our consumer research has confirmed that last year’s campaign was successful; we have built on those successes and incorporated research learnings to ramp up this year’s marketing efforts. The campaign will convey a direct message that vacationing in PEI will transform you, making you look and feel like a new person.”
The annual presentation is showcased to members of the tourism industry of Prince Edward Island before the marketing plan is implemented through the various media to the travelling public.
Information provided at the TIAPEI event can be found online: 2007 Tourism Prince Edward Island Brand Guidelines www.gentleisland.com/brand; and both the 2007 Tourism Plan www.gentleisland.com/plan and the 2007 Marketing and Communication Plan www.gentleisland.com/highlights.