Skip to Main Content

Web Archive

print small medium large 

March 11, 2008
For immediate release

Bonshaw Breezes Bed & Breakfast Awarded First Annual Brand Essence Award


Available Photos

View details and

The Tourism Advisory Council of Prince Edward Island (TAC), along with Tourism PEI, was pleased to present the first annual Brand Essence Award to Sharon and Dave Moore of Bonshaw Breezes Bed & Breakfast at the TIAPEI Conference on Wednesday, March 5, 2008. The award presentation followed the 2008 Marketing Launch on Wednesday afternoon.

“This operator and their business truly represent the essence of the Prince Edward Island brand, and they have successfully integrated this positioning into not only their marketing materials, but also into their day-to-day interactions with visitors,” said Valerie Docherty, Minister of Tourism. “Sharon and Dave Moore are excellent brand ambassadors and so very deserving of this recognition.”

The Moores moved to Prince Edward Island in the fall of 2004 and opened their four and a half star bed & breakfast the following spring. With the launch of the new brand positioning for Prince Edward Island, “The Gentle Island of Rejuvenation,” in 2005, the couple were inspired by the message and it’s appropriateness for their business and the Island experience. They began incorporating the brand messages, imagery and “tone of voice” into their own materials.

“Incorporating the vocabulary of the “Gentle Island of Rejuvenation” was very easy and natural for us since relaxed, recharged, renewed, rejuvenated, frown and worry free is how we feel and see ourselves since moving to PEI,” stated Mrs. Moore as she addressed the audience at the award presentation. And they pass this sense of renewal on to their guests. She closed her comments with an invitation to join them at Bonshaw Breezes. “We would be proud to be your Prince Edward Island hosts and will send you home looking and feeling like a new person.”

The quantity and calibre of candidates for the award was gratifying for the Tourism Advisory Council, who championed “The Gentle Island” since its launch in 2005. “To know that the brand positioning is relevant and embraced by industry at this early stage of the process is very gratifying,” said David MacKenzie, Acting Chair of the Tourism Advisory Council. “We look forward to next years round of nominations as we see more and more operators building on the success of this message.”

The new Brand Essence award features a $2,500 credit towards Provincial Co-op Advertising, a free brand/advertising consultation with Grey Canada, Tourism PEI’s advertising agency, and a unique Brand Essence Award designed by Royal Glass Design in Stratford, PEI to display in their place of business.

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: Sheri Lee McKenna
back to top