Prince Edward Island Premier Pat Binns launched an exciting new promotion in Toronto Wednesday, April 18. The "Maybe it's Time for PEI" project is intended to put Prince Edward Island directly into the consciousness of Toronto area consumers this spring. The project, sub-titled "Take the PEI Stress Test," will set up a travelling booth that will showcase a slice of PEI life, suggesting that an Island vacation is a perfect antidote to a busy, stressed-out life. The promotion is expected to capture the imagination of the public by inviting consumers in key urban markets to visit PEI this year.
The interactive exhibit features a 20-foot image of a beautiful Prince Edward Island beach complete with sand dunes, blue sky and real Island sand. Passersby can settle into beach chairs, slip off their shoes, feel the PEI sand beneath their feet and have their picture taken. They will also be invited to take the "PEI Stress Test," listen to some Island music and pick up their miniature potato bag filled with tourism literature, potato chips, potato stress ball, framed photo, potato and seafood recipes.
"Ontario is a very important source of visitors to Prince Edward Island," said Pat Binns, Premier of Prince Edward Island. "We host on average more than 300,000 visitors from Ontario each year, and with this promotion we hope to draw attention to the Island's amazing beaches and relaxing lifestyle."
When the Confederation Bridge was completed in 1997, the Prince Edward Island tourism industry grew by a spectacular 60 percent. Now, in 2001, the province is more accessible than ever with direct flights from Toronto offered by two airlines. As well, the exhibits will be handing out details on some great value vacation golf and resort packages as offered by Maxxim Vacations, Signature Vacations and Atlantic Tours.
The Stress Test booth will be set up at the Travel & Leisure trade show in Toronto April 19 - 22. As well, the booth will travel to major traffic areas around the city such as the Yonge-Eglinton Centre, Union Station, Toronto Stock Exchange and the Fairview Mall.
The "Maybe it's time for PEI" promotion will be supported by approximately $170,000 in advertising, to be spent on radio and "wild postings." The radio spots compare the busy lifestyle of urban Canadians with a relaxing Island vacation. The wild postings are multiple placements of posters at construction sites where commuters and city workers will see their lifestyle (busy highways, office cubicles) contrasted with a colourful strip of Island life (cycling on the Island's Confederation Trail, golfing the Island's courses). Organizers of the "Maybe it's time for PEI" promotion expect that up to 100,000 potential Prince Edward Island visitors will have seen and heard about the display by the end of April.