Tweaking tourism

P.E.I. launches 2018 marketing campaign, reviving ‘Come find your Island’ theme

SALTWIRE NETWORK

Tourism P.E.I. is reviving the “Come Find Your Island” theme for this year’s marketing campaign, but with a few tweaks.

“The more you hear it, the more it remains ingrained,” said Brenda Gallant, director of marketing for Tourism P.E.I.

On Monday, Tourism P.E.I. launched the marketing campaign in Charlottetown.

“In the past, we have had a number of message changes. They’ve all been consistent in brand but a different sort of campaign line. But, ‘Come Find Your Island’ has really resonated well because it is a message that is an invitation, and it’s also a message that says the Island can be what you want it to be.”

Some of the tweaks include stronger fonts and more creative headlines for print and online advertising. The Crown corporation has an annual marketing budget of $4 million, which does not include staffing or salaries.

The marketing campaign includes the 175-page 2018 Visitors Guide, television commercials, radio advertising and digital and social media advertising. Other initiatives include transit, billboard and elevator advertisements in Toronto, Montreal and Ottawa during the spring as well as advertising in airports in Nova Scotia and New Brunswick.

The marketing campaign is part of Vision 2021 — a five-year, industry-developed strategic plan to grow tourism on the Island.

There is also a plan to grow tourism in places like Germany and China through the Atlantic Growth Strategy, Gallant said.

Last year was the fourth record-breaking year for tourism on P.E.I. In 2017, the province also broke the million overnight stays mark for the first time.

Monday’s launch had live music and presentations from Jamie Thomas, culture and tourism co-ordinator with the Lennox Island First Nation; Darcy Butler, destination manager with Tourism Cavendish Beach; and Corryn Clemence, business development manager with the Charlottetown Harbour Authority Inc.

Also speaking was Economic Development and Tourism Minister Chris Palmer.

He said this year’s campaign was increasing its focus on soft outdoor adventure, such as hiking and cycling, as well as focusing on coastal water sports. Palmer also said the Island’s food, beaches, culture, scenery and golf are “second to none.”

“These are the well-established pillars of our campaign and you will see them reflected throughout,” said Palmer to the audience in attendance for the launch. “They are the features that set P.E.I. apart and make us the ‘Mighty Island.’ We may be small in size, but we know how to make big things happen.”