2000 Tourism Marketing Campaign Announced

* Fisheries and Tourism [to May 2000]
The Honourable Kevin J. MacAdam, Minister of Fisheries and Tourism, and Mr. James Tingley, Co-chair of the Tourism Marketing Authority, announced today the 2000 Tourism Marketing and Media Strategy for the upcoming year.

The 2000 Marketing and Media Plan has built on the popular "Island Playground" image with completely new television commercials that will attract attention in North American markets. A new direct mail initiative as well as new radio campaign will reinforce the extensive marketing now addressed to our Maritime region. A new video will be used to convey the beauty and attractions of the Island to potential new visitors as well as to representatives of the travel trade industry.

"The tourism industry and the provincial government have worked together to determine the strengths and weaknesses of the marketing efforts and have finetuned it this year to address the markets most likely to respond," noted Minister MacAdam. "We work together, as a team, and we continue to monitor the industry and work with the input given through the Tourism Marketing Authority ... it's a cooperative effort and it works great."

As the 21st century begins, the traits that make Prince Edward Island so appealing are accented. The things that make the Island so attractive to those "from away," like rest and rejuvenation, are highlighted by a strong activity theme. The 2000 campaign materials will be supported by new initiatives in Internet marketing, sales and trade, and publicity.

"The Island tourism industry looks forward to working closely with Tourism PEI as we begin a whole new century of marketing," noted Mr. Tingley. "The 2000 marketing and media plan is focussed on our key markets, and we are confident that it will generate increased awareness and exposure to Prince Edward Island."

The 2000 publications are available through Tourism PEI at the Charlottetown Visitor Information Centre.

Media Contact: Sherry MacDougall