Prince Edward Island’s 2017 tourism marketing campaign is underway with the theme of “Come find your Island.”
The plan was unveiled today to industry members from across the province. It was based on Vision 2021, the five-year tourism plan developed by the Tourism Industry Association of Prince Edward Island in close consultation with industry members from across the province.
“The campaign relies largely on the things that traditionally make our Island mighty, such as our delicious food, beautiful beaches, unique culture, and world-class golf,” Economic Development and Tourism Minister Heath MacDonald said. “At the recommendation of Vision 2021 we’re also sharpening our focus on outdoor soft adventure that might surprise some people, like hiking, cycling, and cross country skiing, and we’re doing it all with Canada’s 150th anniversary as the backdrop.
“Prince Edward Island has something for almost everyone, and our campaign reflects that.”
Staff from Tourism PEI met with industry and agency partners this fall to discuss ideas and direction for this year’s campaign with Vision 2021 in mind.
“It is very important that we work in close consultation with industry on the annual marketing plan,” said Brenda Gallant, director of marketing for Tourism PEI. “Industry sees first-hand the qualities and products that appeal most to visitors and our agency partners add the professional marketing insight to bring those qualities to the forefront.”
Other notable promotions will include partnerships with CBC’s Anne of Green Gables series and Radio-Canada’s Entree Principale, and a traveling cube truck that will be set up at festivals featuring food, photos and entertainment. The province will again participate in a U.S. marketing initiative with the Atlantic Canada Tourism Partnership and Destination Canada called Connecting America.
Tourism is incredibly important to the provincial economy. The industry provides over 7,700 full time equivalent jobs for Islanders and contributes 6.4 per cent of total GDP, the highest percentage of any province in Canada. The industry also generates over $60 million a year in provincial taxes.