Island East, a not-for-profit regional tourism organization in eastern PEI, in partnership with the region's economic development organization,Active Communities Inc., has recently unveiled new marketing plans designed to complement the infrastructure currently in place and create further interest in the coastal drive.

Canada's New Government, through ACOA's Innovative Communities Fund is investing $296,500 in the initiative. The provincial government, through Tourism PEI, is contributing $125,000.

"Canada's New Government is working with its partners to get things done for the people of eastern PEI. Our government recognizes that a growing tourism sector is an important contributor to a strengthened regional economy," said the Honourable Peter MacKay, Minister of Foreign Affairs and Minister of the Atlantic Canada Opportunities Agency. "This investment will allow Island East to develop products designed to draw even more visitors to the eastern PEI area."

The new products developed for the 2007 season include:

- A Tour Map: A detailed map of Eastern PEI

- A Rally Tour Guide: A handbook outlining 13 different travel routes

- A new website -- www.pointseastcoastaldrive.com -- which provides information on accommodations, dining, festivals and events, golf courses and other points of interest

- New directional signage: More than 400 kilometers of road signage, featuring a starfish logo, designed to direct travelers to the must-see attractions.

"The Points East Coastal Drive is the second of three coastal drives to be re-branded based on consumer research. These drives are increasing visitation in the western and eastern parts of the Island," said Tourism Minister Philip Brown. "The Points East Coastal Drive and the new tour map and rally guide are the result of many volunteer hours by the Points East Coastal Drive Committee and the Board of Island East Tourism Group. This type of community leadership will provide the foundation for future tourism growth in eastern PEI."

"We look forward to getting our new products out in the tourism market," said Jeremy Lewis, Chair of Island East. "These products were created with the best interest of the tourism operators in eastern PEI in mind, and we feel these user-friendly items will create a pleasant experience for our visitors."