The 2006 Marketing and Media Plan was released today by Tourism PEI and the Tourism Advisory Council (TAC) during the TIAPEI Tourism Conference. Honourable Philip Brown, Minister of Tourism, joined Co-chair of TAC, Mr. Rob Shaw, as the TAC members announced details for tourism research, product development, and marketing for 2006.
“The tourism industry on Prince Edward Island has developed a detailed work plan and marketing campaign for 2006 under the mandate of the Tourism Advisory Council,” noted Mr. Brown. “The new advertising agency, Grey Worldwide, has developed a focussed Prince Edward Island brand and associated campaign that is based on consumer research. Everyone involved is excited about the results and feel it positions the Island well in the minds of potential travellers.”
Rob Shaw noted that, “TAC is very pleased with the new PEI brand, which positions the Island as a place to rejuvenate your spirit. The marketing campaign is different, bold and is based on what the research is telling us. The TV component is intended to speak to our market in an entertaining and compelling way to deliver the message that PEI has this special effect on people and that it can last well after the vacation ends.” He went on to state that Islanders have a certain perception of the place we live in and love so much, but that is not necessarily what will sell a vacation to our target market in Ontario, Quebec or New England.
The annual presentation is showcased to members of the tourism industry of Prince Edward Island before the marketing plan is implemented through the various media to the travelling public.
This year, details of the 2006 Tourism Plan and the 2006 Marketing and Communication Plan can be found online at www.gentleisland.com/plan.