Prince Edward Island has launched its largest ever tourism campaign with over $6 million in advertising for the 2002 season.
Tourism Minister Greg Deighan was on hand at a reception in Montreal to announce campaign details to area media and trade representatives. "Prince Edward Island is looking forward to an extremely successful season this year," says Deighan. "Our marketing budget is double last year's, and in Quebec we are spending $800,000 in 2002. We have an excellent new marketing campaign, and we expect that many Quebecers will choose PEI for their vacation in 2002."
The 2002 campaign includes new television commercials, described by many as having strong emotional appeal. One 60-second and two 30-second versions end with the tag line "Ca donne envie de rester." Both versions use only music and the Island's stunning visual beauty to tell the story. The campaign was developed by Tourism PEI's new agency Cossette Atlantic in concert with staff from Cossette in Montreal.
"I am also very pleased to announce that this year's French-language Visitors Guide is complete, and that all 1500 English listings are translated and included in the print version of the guide as well as available at the tourism website, www.ipevacances.com."
A new contest in Quebec invites participants to create their dream vacation when they enter via the PEI website. Entrants can choose from options like hotel, B&B or cottage and activities such as golf, lobster supper or dinner theatre. The contest information will be inserted in Montreal newspapers, delivered direct to households and promoted at trade shows and on Web sites. The winner will be announced May 16, 2002.
As well, Tourism PEI has partnered with Châtelaine magazine to offer another prize trip for a family of four. The May issue has a full page describing the prize which includes accommodations at a five-star resort as well as an Acadian auberge, lobster supper, three rounds of golf and even golf lessons with famous pro coach Anne Chouinard.
The Tourism PEI team has returned to Montreal this year with the dramatic 20-foot Island beach, which was a big hit at the Salon Vacances trade Show in 2001. This year, the Prince Edward Island section has filled eight booths with exhibitors from Cavendish, La Region Evangeline and Charlottetown, Birthplace of Canada. Everyone is invited out to spend a few minutes soaking up the "sunshine," and posing for Polaroid photos.