The final “surprise” element of the 2004 Marketing and Media Plan presented by Tourism PEI and the Tourism Marketing Authority (TMA) in Charlottetown tonight is familiar to many Islanders and those “from away.” Stomping Tom’s jingle, “Dial an Island,” originally recorded in January of 1972 has been re-recorded by Mr. Connors, more than 32 years after it was first recorded.
The jingle, which includes the familiar number 800-565-7421, was arguably the most recognizable toll-free song made popular by the Island personality in the height of his career in the early 70's. The song will be featured in a :30 second television ad that uses old home movies of people vacationing on Prince Edward Island and will also be used in a :60 second format on the radio. Other components of the campaign include billboards and bus-boards featuring a new web address, www.8005657421.com, and radio promotions.
“We feel that this song is still familiar and has a great appeal for many adults,” said Philip Brown, Minister of Tourism for the province. “The fact that Mr. Connors has agreed to re-record this jingle is outstanding, and we believe that the level of interest for the song will relate directly to nostalgia for vacations once had on Prince Edward Island enticing them to re-visit the Island for their vacation destination.”
Tourism PEI approached Mr. Connor’s management 10 months ago and negotiated the rights to use the song in this year’s Maritime advertising campaign. The song has not been used by the department in over 20 years.
The campaign, targeting the Maritimes, will begin in earnest in May.