Prince Edward Island's 1998 tourism marketing campaign is about to shift into high gear. The new publications are now printed and thousands of envelopes are being stuffed and mailed to eager consumers around the world.
"After an extremely successful 1997 season, we are looking for continued growth this year," said Wes MacAleer, Minister of Economic Development and Tourism. "The 1998 marketing strategy will continue aggressive promotion to key markets."
The fulfilment kit and the elements of the marketing plan will be unveiled to Islanders at the annual presentation set for February 17 at the Confederation Centre of the Arts. The 1998 Visitors Guide has incorporated some new features including new DayTour copy written by local journalists, special itinerary sidebars and a colour-coded index. The highway map has also undergone some changes designed to encourage travel to all regions of the province. Photos and "postcards" give users ideas for activities around the Island and copy points address a "Circle Tour" concept that suggests using both modes of transport for arriving and departing the Island.
"We like to think we are leaders in the production of tourism literature," said Frank Butler, Chief Operating Officer at Tourism PEI. "Our Visitors Guide is among the most attractive in the country and we are very proud of the fact that it is produced in-house by staff of Tourism PEI."
The Island public is invited to the presentation set for February 17, an event which has become a highlight for the tourism industry. A new television campaign will be presented, as well as the new print materials. Tourism operators will also have a chance to meet with representatives of the Vacancy Information Service, the Internet Guide to PEI and the partner advertising agencies. The trade show portion of the program begins at 6 pm, the presentation promptly at 7 pm and the evening will finish with the popular Island-themed music and dance performance.
"Tourism operators and all Islanders are welcome to come out to the Confederation Centre on February 17," said Dale Larkin, Co-chair of the Tourism Marketing Authority. "I think everyone will be impressed with the quality of the new materials and our 1998 Marketing Plan."