A partnership allowed Prince Edward Island (PEI) to capture the attention of millions of international viewers of the popular US network and introduce them to PEI says Minister of Tourism and Culture Robert Vessey.
“As a result of our Golf Channel investment, PEI received close to $12 million worth of exposure,” Minister Vessey said. “With the extensive on-air, online exposure, and the cross network promotions, Prince Edward Island was put on the map in a lucrative market where we had very little awareness. The value of this investment is well beyond anything we would have been able to achieve on our own.”
The Golf Channel viewer was identified as a valuable and influential type of tourism consumer to target. As part of a unique partnership, PEI was able to reach this audience in an environment they were passionate about.
The results are impressive. According to Star Trak Media*, The Big Break PEI premiere episode had 20 per cent more viewers than the previous Big Break series location. Star Trak measurement further indicates that the Big Break PEI series had
26 per cent more household viewers than Big Break Michigan and 6 per cent more than Big Break Kaanapali. Notably, the Big Break PEI season finale had 61 per cent more viewers than the premiere episode – a testament to the viewers’ involvement with the series.
The program series reached more than 10,500,000 Golf Channel viewers with multiple airings that allowed for multiple media impressions. The exposure for Big Break Prince Edward Island was seen across multiple media partners such as full page advertisements in Golf Digest and Golf World Magazines and throughout the Golf Channel’s parent company, Comcast’s assets.
Outside of the Big Break PEI reality TV coverage, the Golf Channel investment offered additional exposure throughout the Island such as the Golf with Style destination program, airing of 2006 and 2007 Legends of Golf and 26 hours of additional Big Break airings along with countless other advertising and promotional online and on-air opportunities.