2018 tourism marketing aims to continue record-breaking momentum

Creating jobs for Islanders -

The 2018 tourism marketing campaign will seek to maintain the industry’s incredible pace after four-straight record years for operators across the province.

“The tourism industry has delivered major returns for Islanders over the last number of years and it’s crucial that we build on that strength into the coming season,” Economic Development and Tourism Minister Chris Palmer said. “This year’s campaign continues the theme of ‘Come Find Your Island’ because it’s been working well for us, and delivering consistent messages to potential visitors reinforces the features that make Prince Edward Island one of the world’s best tourism destinations.

“We are the Mighty Island because as a small province, our innovative tourism operators work closely together to make big things happen for our economy and for all Islanders.” he said.

The 2018 campaign includes a targeted digital and social media presence, billboards, murals on transit shelters, elevator ads, airport advertising, print and radio ads, television partnerships, and more. Tourism PEI also works closely with its Atlantic Canada counterparts and Destination Canada in key international markets such as US, UK, China, Japan, and Germany.

“Our traditional strengths like food, culture, and our beautiful scenery, and coastline remain our biggest selling points in the 2018 campaign,” Tourism PEI Director of Marketing Brenda Gallant said. “But we are also sharpening our focus on soft adventure like cycling, hiking, and kayaking, and indigenous experiences which were identified in Vision 2021 as major potential drivers of visitation.”

Vision 2021 is a five-year strategic plan developed by industry to help grow tourism on Prince Edward Island.

Tourism is incredibly important to the provincial economy. The industry provides over 7,700 full time equivalent jobs for Islanders and contributes 6.4 percent of total GDP, the highest percentage of any province in Canada.

Media contact:
Andrew Sprague
asgsprague@gov.pe.ca