When you consider the many sectors, individual businesses and people that make up the fabric of a tourism destination, it becomes clear that marketing a destination is no simple task. TAC works with Tourism PEI and Grey Worldwide to provide direction on how the Island should be marketed to potential consumers. Direct to consumer marketing is only one piece of the puzzle when examining the many ways consumers learn about a destination - word of mouth and third party endorsements play a large role in touching potential consumers. The internet is forever changing the way we do business and in PEI we have adapted to this trend, with on-going enhancements to the usability of the website, an extensive on-line advertising campaign, search engine optimization and direct to consumer online communication. We are continually finding new, cost effective ways to evolve the marketing of our 'gentle Island'.

Who is Grey Worldwide?
Grey Worldwide is Tourism PEI’s marketing agency of record. The agency is responsible to work with Tourism PEI and the Tourism Advisory Council to plan and implement marketing campaigns for the Province. The team of marketing strategists at Grey Worldwide have extensive experience in the areas of brand strategy, e-communication, direct communication and capturing the consumers attention.

Brand Book
The Island is positioned as a Tourism Brand in order to ‘boil down’ what is motivating about PEI from a visitors perspective. Having a brand allows the tourism industry to consistently communicate to potential consumers. The more stakeholders that leverage the brand, the more PEI will stand out in comparisons to other travel destinations. The Brand Guidelines Book gives operators information on the look, typography, photography, logo and tone of voice for the PEI Brand. It also gives examples of “things to avoid” and how the brand is currently being leveraged by industry operators.

Download the Brand Guidelines Book.

Other destinations have taken note of what Prince Edward Island has done to build a brand.  Check out this article in the Tremblant Express.

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2007 Marketing Campaign
The marketing campaign for 2007 was launched to industry in March. Click here to review the communication plan for 2007. The campaign for 2007 focuses on people, the imagery is meant to evoke emotion and translate an Island experience through print. Following are examples of print and on-line advertisements.

2008 Marketing Campaign Highlights

Click here to view the presentation made at the TIAPEI Spring Industry Conference by TAC and Tourism PEI.  The presentation provided an update on the previous years progress, TAC Strategy status update (The New Product Culture: Executing the Vision) as well as highlights of the 2008 Marketing campaign and brand essence award presentation.

2009 Marketing Campaign Highlights

Part of the shift to presenting the annual plan on research, product development and marketing in the fall of the year, this presentation at the TIAPEI Spring Conference, 2009, focussed primarily on the overall campaign performance and the launch of the marketiing plan, details and creative for 2009. View here.

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2011 Industry Advertising Opportunities
Don't miss out on your opportunity to leverage the Provincial campaign for your business' benefit.  Download a brochure of industry advertising opportunities.