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 5th Annual Brand Essence Award - Call for Nominations
_________________________________________________________________________________ Tourism Advisory Council Brand Essence Award to be Presented at the TIAPEI Tourism Conference in March, 2012. The Tourism Advisory Council, along with Tourism PEI, will present the fifth annual TAC Brand Essence Award at the TIAPEI Annual Industry Awards in March. The award will recognize one PEI tourism operation annually which has successfully adapted The Gentle Island of Rejuvenation into their marketing materials.
Submit a nomination online here . To learn more about the PEI Tourism brand, you can download the Brand Book below. _________________________________________________________________________________ Marketing 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 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'.
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.
____________________________________________________________________________________ Annual Marketing Campaigns 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. 2010 Marketing Campaign Highlights
“This year’s campaign is perfectly on-brand,” said Kevin Murphy, Chair of the Tourism Advisory Council of Prince Edward Island. “The tactics support the strategic objectives we presented to the industry last Fall in the Tourism Plan 2010 and leverage our key vertical product areas of golf, culinary and culture in our target markets. There is an exciting shift away from traditional television as an awareness builder – and towards focused, effective new online, social media and broadcast as well as PR and media relations,” Murphy said. (Read the full release here.)
Click here to download the full presentation of the 2010 Marketing Launch.
2011 Marketing Campaign Highlights March 4th, 2011 - Marketing Campaign 2011 revealed at TIAPEI Conference. (Read the full release here.) Or click the slide below to view the pdf of the presentation online.
___________________________________________________________________________________ 2012 Industry Advertising Opportunities
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Strategy 2015: Momentum - Invention - Mobilization! The new five year tourism strategy for Prince Edward Island was launched to industry on March 4, 2011. For more on the strategy process and to read the document, visit our blog!
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