The media attention focused on Prince Edward Island as a result of the upcoming visit by Their Royal Highnesses the Duke and Duchess of Cambridge is being hailed as an unprecedented tourism branding, public relations and media opportunity.
“The Royal tour will give Prince Edward Island unprecedented exposure as a world-class vacation destination,” said Tourism and Culture Minister Robert Vessey. “Among the major networks broadcasting from Prince Edward Island are those that reach our target markets in Canada, the United States, the United Kingdom and Japan. This is the largest media event the Island has ever experienced.”
John-Anthony Langdale, Tourism Advisory Council (TAC) Chair, commented on the alignment with the tourism strategy: “TAC has supported the Department of Tourism and Culture’s shift to emphasize public relations and social media to create awareness for Prince Edward Island tourism product in recent years, but the exposure that their Highness's visit will bring is more than we could afford to purchase.”
Already, media tracking services are estimating the value of the coverage in excess of $6 million to date. The total will continue to grow and include the value of coverage from major U.K. news networks, such as BBC and ITV, who will be broadcasting the visit during prime U.K. TV viewing time. In addition, major Canadian and American networks such as CNN, CTV, CBC, Radio-Canada and Global will be reporting from Prince Edward Island. Popular entertainment programs Access Hollywood, which filmed on the Island in June and airs on major networks such as NBC, and Entertainment Tonight Canada will also showcase Prince Edward Island.
Over 150 media outlets from all over the world have registered from as far away as Japan, Qatar and Australia.
“Building on the success of last year’s LIVE! With Regis and Kelly initiative, we continue to encourage the Department to seekout similar brand-building opportunities. We are fortunate that the Royal couple has included Prince Edward Island, and to such a large extent, on their itinerary,” added Langdale. “It gives us a perfect opportunity to showcase the Prince Edward Island tourism assets that have been identified as the primary demand generators in our new five-year strategy – our coastal landscape, our culture and heritage and, of course, our PEI food and experiences.”
The Tourism Advisory Council provides industry advice to the Department of Tourism and Culture on research, product development and marketing with respect to positioning Prince Edward Island as a premier tourism destination. The Council will continue to monitor the media exposure generated by the visit and the efforts of the Department to work with the accredited media who will cover the PEI visit.
For more information, visit www.peitac.com or www.tourismpei.com/royal-visit