The 2012 tourism marketing plan enhances provincial government and industry efforts to position Prince Edward Island as a premier destination by evolving the province’s brand and building on past successes, says Tourism and Culture Minister Robert Henderson.
“This year’s marketing plan offers a sharper approach to showcasing Prince Edward Island as a world-class tourism destination through enhanced in-market events and bringing a taste of our province to where visitors live and play,” said the minister.
The 2012 marketing plan was launched Thursday at the TIAPEI Annual Conference in Charlottetown. Marketing efforts will continue to focus on Prince Edward Island’s world-class tourism products – culinary, culture, golf and beaches – in the Maritime, Ontario, Quebec and U.S. markets.
Highlights of the marketing plan include:
• A new P.E.I. Bound contest;
• Enhanced creative for magazine and print marketing campaigns;
• Broadcast opportunities, including Come Dine with Me Canada and Tout le Monde en Parle; and
• A more strategic presence at festivals and events in key markets.
Tourism is a major industry in Prince Edward Island, accounting for nearly seven per cent of the province’s GDP, and creates more than 7,000 full-time equivalent jobs for Islanders.
“We know that tourism – regionally and nationally – has faced some challenges in the current economic environment. However our province’s tourism industry remains strong,” said the minister. “This year’s marketing plan offers a focused approach to responding to these challenges while ensuring Prince Edward Island is well positioned for future growth.”
“This is the most integrated marketing plan to date, with timing and messaging seamlessly coordinated across PR, broadcast, social media, online and print,” said John-Anthony Langdale, chairman of the Tourism Advisory Council of PEI (TAC). “TAC is especially pleased with how it responds to the profiling of the key demand generators, as championed by the new five-year vision, Strategy 2015.”