Premier Binns announced a major new agreement with Signature Vacations at the Tourism Industry Association of PEI's annual meeting on Saturday. The Joint Marketing Agreement was signed by Premier Binns and Nicole deWilde of Signature Vacations as well as the Tourism Industry Association and the Charlottetown Airport Authority. The agreement represents a considerable increase in the number of flights into the Charlottetown Airport over the next three seasons.
"This agreement allows our province to further penetrate the important Ontario tourism market," said Premier Binns. "We calculate the increased traffic will generate in excess of $3 million in economic impact for the tourism industry in Prince Edward Island."
Signature Vacations is one of Canada's largest tour operators and has recently signed a 10-year deal with Royal Airlines. In signing the joint marketing agreement with the Prince Edward Island partners, Signature commits to at least two flights per week between Toronto and Charlottetown from June 3 to October 31, and a promise to increase to three flights per week in peak season depending on demand. The agreement has a total marketing value of $230,000, contributed in various amounts by the partners.
"The extra passengers travelling on the new Signature flights are expected to fill an additional 10,000 room nights during the '99 shoulder season alone," said Mel Gass, President of TIAPEI. "Total additional room nights this season could exceed 20,000."
"This agreement points out the continuing importance of the role of the Charlottetown Airport in the province's growing tourism industry," said Neil Buchanan of the Charlottetown Airport Authority. "We are very excited that the Authority can play a positive role in this increased air service to the province."
The new agreement will give Prince Edward Island a very high profile in the domestic market in Ontario, with much of the agreement centring on media exposure of Signature vacations featuring PEI.
"The added exposure for our destination will serve us very well in the key Toronto area," said Kevin J. MacAdam, Minister of Fisheries and Tourism. "We are excited to be working with Signature as we market what will prove to be a very affordable Island vacation package to Toronto and Ontario residents."