"The single largest marketing campaign in the history of PEI tourism!" was the big news for the 2002 Marketing and Media Plan released by Tourism PEI and the Tourism Marketing Authority in Charlottetown today. Greg Deighan, Minister of Tourism joined James Tingley, Co-Chair for the Tourism Marketing Authority (TMA) in announcing details for the new campaign.
"We are embarking on the largest-ever marketing campaign for Prince Edward Island tourism," noted Minister Deighan, "and we are very excited about the potential of this new strategy."
"Tourism PEI and the TMA are making an investment in the growth of our markets," said Minister Deighan. "Our advertising programs are research based, industry led and effectively delivered by the TMA and Tourism PEI. Our markets are strong and continue to be so and, by investing in increased marketing, we will see a positive return."
Research has shown that post September 11, Americans are willing to drive to near-by vacation spots, putting Prince Edward Island in a very favourable position. 2002's largest-ever campaign will include, for the first time, a $1,000,000 advertising buy on American network television and an expanded New England advertising program which is expected to yield an estimated 60,000 inquiries.
The presentation included new elements to the advertising plan including brand new television commercials, new print advertising for both magazine and newspaper, many innovative approaches to on-line marketing and a whole new approach to relationship-making with our customers.
"Marketing is key to the success of this industry, and the TMA feels that the added dollars provided by our Provincial Government, Canadian Tourism Commission, Atlantic Canada Opportunities Agency, and the private sector tourism industry will secure our place in our destination sell," noted Mr. Tingley. "The message is that the various government bodies believe in Prince Edward Island tourism and see good potential for growth."