Creative Agency of Record - 2011 to Present TOURISM PRINCE EDWARD ISLAND Services include Strategic Consultation, Creative Planning and Concepting, TV, Radio, Print, Online, Digital Marketing, Out of Home, Event Communications Challenge The challenge facing Tourism Prince Edward Island (TPEI) is a similar challenge that most destinations face; in a sea of tourism and travel messages, how do you compete? How do you differentiate yourself and get your message heard in the clutter of tourism marketing? When you look at what PEI has to offer, there is no one compelling reason why people visit PEI. People don’t come just for the beaches or cuisine, the golf or the friendly locals. It is a combination of all these offerings that makes PEI a great travel destination. PEI offers its visitors the flexibility to do so much when they vacation there. We live in a wonderful world that is full of beauty, charm, and adventure. There is no end to the adventures we can have if only we seek them with our eyes open. Strategy When we first began our work on Tourism PEI, one fact was overwhelmingly clear – the Island’s influence is on every experience travellers have when they visit the province. Surrounded by water and only connected to the rest of the country by three means (air, ship and bridge), PEI’s “Islandness” means it’s a true getaway – a place to escape the everyday. Long known as “The Gentle Island of Relaxation and Rejuvenation”, PEI draws these restorative powers from the very fact that it is an island. With this in mind, we developed a marketing strategy to focus on the “Island” as the proprietary offering. Finding its strength on many levels, the word “Island” not only speaks to the Island’s people, location and geography, but also the offerings and experiences unique to an island province. While you can get golf and beaches in many locations, it is what the “Island” brings to each of these experiences that makes a PEI vacation unique and memorable. Execution Over the past three years, we have executed a variety of campaign elements on the Island strategy that have included print, online, rich media, video, and various out of home executions. Our current campaign is titled “Add a Little Island”. This campaign is about demonstrating to the traveller that regardless of the type of travel they are considering, they can have a better, more special experience by adding Prince Edward Island to the mix. If they are planning a beach vacation – make it a Prince Edward Island Beach vacation and discover the magic of a PEI vacation; if they are planning a culinary adventure, make it a Prince Edward Island culinary adventure and discover there is more to food that just the food itself. In the samples attached, you will see examples of our print, digital and out of home marketing executions of “Add a Little Island”. Results Results have been extremely positive with overnight stays in the peak season at the highest level since occupancy reporting was introduced in 2005. In addition, room nights sold were up over 2.5% for the year. 2015 also saw increases in both Bridge (2.9%) and Ferry (4.2%) traffic.