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March 8, 2007
For immediate release

PEI Tourism Industry Reviews 2007 Marketing Plans


Tourism industry operators from across Prince Edward Island were provided an overview of the 2007 Marketing and Media Plan by Tourism PEI and the Tourism Advisory Council (TAC). Members of the Tourism Industry Association of Prince Edward Island (TIAPEI) were provided the plans during their Annual General Meeting held at the Delta Prince Edward today.

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; and both the 2007 Tourism Plan and the 2007 Marketing and Communication Plan

Media Contact: Sherry MacDougall
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