Tourism PEI has added a new twist to the direct mail campaign usually done at this time of year to convince potential travellers that Prince Edward Island is the place to be this season. A compact disc (CD), “Island Mix,” has been added to more than 100,000 direct mail packages.
The Tourism PEI mail-out promotion is directed to the Ontario and New England markets and boasts the musical community of Prince Edward Island. The Island Mix CD was produced by a local musician and producer, Gordon Belsher, and it features eleven Island artists singing and playing various songs. The play list includes well-known artists such as Richard Wood, Jocelyne MacDonald, Cynthia MacLeod, Fiddlers’ Sons, Vishten, Bluestreak, All in Good Time, The Durty Nellies, Shiela MacKenzie, The College of Piping and Gordon Belsher himself. The intention of the direct mail campaign is to provide targeted consumers with an added awareness of the Island’s high-calibre cultural talent as well as to entice visitors to come to Prince Edward Island.
“I am very impressed with the CD, the music of the artists and the response we have had from those who have received the package to date,” said Minister of Tourism, Philip Brown. “The CD package itself is very attractive with a number of images of scenes on the Island. Inside you’ll find a CD-sized brochure with more information about the cultural aspects of Island featuring theatre, history, food, etc; the CD itself; a response card to request further tourism information and an opportunity to enter a contest to win a trip to the Island. So far it has been very well received.”
The Department received a great deal of positive feedback to the promotion. One response from Hillsdale, Ontario reads, “Thanks for the CD which we enjoyed and will play again. This is hands down the best promotional package we’ve ever received. We plan to travel to the East Coast in 2006. We’re persuaded to include P.E.I. through your promo.”
Some may recognize the first track on the disc by popular Island fiddler, Richard Wood. His contribution, “Infectious,” was used in the 2005 tourism commercials. Anyone interested in obtaining the full version of the musical promotion can purchase “From the Parlour too...a Prince Edward Island Ceilidh" at the Old General Store in Murray River and at select retail outlets throughout Prince Edward Island.