Prince Edward Island Minister of Tourism, Greg Deighan, announced today that the province's tourism marketing budget will increase this year, from approximately $3.4 million in 2001, to $6.8 million in 2002.
"The Prince Edward Island tourism industry has been enjoying considerable growth since the year the Confederation Bridge opened in 1997," confirmed Minister Deighan. "And of course all players in the tourism sector have concerns about consumers' travel attitudes post-September 11."
The increased marketing budget has been made possible through support from the Canadian Tourism Commission, Atlantic Canada Opportunities Agency/Tourism Atlantic, Province of PEI and the Island's tourism operators.
"We will be spending just over one million dollars in Ontario this year," Minister Deighan pointed out, "including $559,000 on television time. We have a completely new set of television commercials which will be airing on both network and specialty channels. This total spend is up from $458,000 in 2001, which means our Ontario campaign is more than double last year's."
The 2002 TV campaign has been described as sensitive and emotional and very much in keeping with the new mentality of many North Americans. Also new for 2002 is a golf-specific spot, highly appropriate since the province was chosen as Canada's favourite golf destination in 2001.
As well, the province will be investing in newspaper and magazine in Ontario and have plans for a direct mail campaign later in the season. As well, on-line advertising has been purchased at many popular Canadian websites.
In recent years, PEI has been hosting about 1.2 million visitors per season, which amounts to almost 10 times the resident population of Canada's smallest province.