In a sea of tourism and travel messaging, how do you make your location leap off the map? Prince Edward Island Tourism needed to differentiate itself and make its endless options more visible to potential visitors in one appealing package. This was no easy task, since Prince Edward Island is a virtual treasure island of things to do. But Prince Edward Island asked, so we got to work!
There is no one reason why visitors come to Prince Edward Island. It’s a combination of things – beaches, cuisine, nature, friendly locals – that meld into one compelling experience. Prime developed a marketing strategy that focused 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. Print, digital, and out of home marketing executions were anchored to the statement “Add a Little Island.” The message – 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. The result – overnight stays in the peak season at their highest level since occupancy reporting was introduced in 2005. 2015 also saw increases in both Bridge (2.9%) and Ferry (4.2%) traffic.