The Prince Edward Island Tourism Advisory Council is a body that advises the Minister of Tourism. It is a collaborative partnership between the tourism industry and both the provincial and federal government.

“The Gentle Island of Rejuvenation brand position has been well received by our visitors. We have also noticed that many PEI tourism operators are incorporating the brand into their own business,” said Valerie Docherty, Minister of Tourism.

“This new award will recognize and reward an operator or organization that brings our brand to life,” added Docherty.

The fact that tourism operators are incorporating the Gentle Island of Rejuvenation into their individual marketing efforts is exactly what the TAC Marketing Committee had hoped would happen. Having a brand allows the tourism industry to consistently communicate to potential consumers – and the more stakeholders that leverage the brand, the more PEI will stand out in comparison to other travel destinations.

“In partnership with Tourism PEI and its advertising agency, Grey Canada, the TAC Marketing Committee launched a brand guidelines book and held information sessions for industry across the Island last spring,” explained Michelle Thompson, Chair of the Marketing Committee. “They were very well received and it is exciting to see the brand showing up in brochure racks, on marketing materials and in the packaging efforts of individual operators.”

This inaugural TAC Brand Essence Award will be presented on March 5 at the Tourism Industry Association of PEI Tourism Conference. The annual award will recognize one PEI tourism operation which has successfully adapted The Gentle Island of Rejuvenation into their marketing materials. The selection committee will be looking for an operator or organization that embodies the PEI brand message. This brand ambassador will not only bring the brand to life through their marketing efforts, but also communicate the Gentle Island in their daily interactions with visitors.

The new Brand Essence award will feature a $2,500 credit towards Provincial Co-op Advertising, a free brand/advertising consultation with Grey Canada, Tourism PEI’s advertising agency, and the winner will receive a plaque to display in their place of business. This award will be presented annually at TIAPEI’s semi-annual meeting.

Find out more about the Island tourism brand by visiting www.peitac.com/marketing. Nominations will be accepted until February 15, 2008, and applications may also be found on the website or by contacting Sheri Lee McKenna, Executive Director of TAC at 902-368-5907.