The Tourism Marketing Authority in partnership with Tourism PEI launched a mobile promotion of tourism to enhance the distribution of literature and the general awareness of Prince Edward Island as a vacation destination.
This element of the 2003 Marketing and Media Plan, called Les Voisins de L'Ile, consists of two bilingual "Ambassadors" who will visit events and beaches throughout the Acadian Coastal Drive region of New Brunswick to promote the Island. The promotion includes bilingual tourism literature and promotional pieces, knowledge sharing and gathering names for a contest to win the kayak and bicycle that is prominently displayed atop the well-logo-ed Jeep.
"We see this promotion as a personalized way to make contact with potential customers in the region," noted Jeffrey E. Lantz, Minister of Tourism. "We recognize that many people either visiting or living in these regions will be influenced by this type of promotion, and we want to encourage their travel to Prince Edward Island for this and future seasons."
"Les Voisins de L'Ile" will run from July 1 to August 16 and will include stops to locations such as Parlee Beach, Bouctouche, Richibouctou, Kouchibouguac, and Moncton/Dieppe and will create awareness of the Island among touring Quebecers and build a strong database for future promotions.
"Quebecers and Francophone New Brunswickers are a key market for our region and all areas of Prince Edward Island," noted Rejeanne Arsenault, Tourism Resource Officer for the Réseau de développement économique et d'employabilité de l'Île-du-Prince-Édouard. "This promotion is a unique ‘grass roots' way to speak with potential visitors as they are travelling."