“The website look and feel has been enhanced and new navigation features have been added that will be more appealing for consumers,” noted Minister Brown. “The Internet continues to grow as a source for travellers to research destinations. It has become our primary vehicle for visitors seeking information and planning their vacations. This new re-design will present Prince Edward Island in a manner that is consistent with the new brand.”

The PEI brand was unveiled by the Tourism Advisory Council to the tourism industry in March, and the new advertising campaign is now in full swing in the marketplace. The new theme line for PEI is “The Gentle Island.” “The marketing positions PEI as a place to rejuvenate your spirit and unwind. It encourages consumers to take part in a travel experience that might change their life,” stated the Minister.

“The new website has been a year in the making and we are very pleased to see this end product,” noted David MacKenzie, Co-Chair of the Tourism Advisory Council. It is visually appealing, consistent with the new brand and, most importantly, consumer-friendly.”