“Our most unique feature and the key difference between our province and our competitors is the fact that we live on an Island,” said Minister Henderson. “This year’s campaign will focus on our beautiful coastline, fresh and delicious food, top notch golf courses and a truly unique culture and people. We are confident that imagery and messaging will resonate with potential visitors and will help accelerate visitation to the province as we inch ever closer to 2014.”

The campaign was unveiled today at the annual Tourism Industry Association of Prince Edward Island’s semi-annual meeting and conference.

The 2013 campaign will also see a renewed focus on the family market as well as continued efforts to entice couples over 40 as our primary market. Advertising efforts will be focused in Nova Scotia, New Brunswick, Quebec and Ontario as well as the northeastern United States.

Tourism PEI will capitalize on a variety of new trends and enticements to attract travel media to the province. One trend that will be a focus is foraging for food like shellfish and mushrooms, fiddleheads and fresh herbs. Travel media will also be invited for a culinary tour of the Island hosted by a yet to be named chef. Media events will also take place off Island in Toronto, Montreal and Halifax. Tourism PEI will also look for further broadcast integration opportunities which help expose audiences to the province without the high costs of television advertising.

In 2013, the Island will also play host to GoMedia, a major international media marketplace that will draw hundreds of delegates from all over the world. It’s the first time GoMedia will be held east of Quebec and it will be one of the first major events held at the new Prince Edward Island Convention Centre.

“When we developed our five-year vision, Strategy 2015, we identified PEI’s coastal nature and the fact that we are an island as the defining tourism demand generator,” commented John-Anthony Langdale, Chair of the Tourism Advisory Council. “So we are thrilled that this message, the Island, figures so prominently in the campaign. The activities planned take advantage of media interest and social media more effectively than ever before, and operators have even more co-op marketing opportunities this year.”

The Department of Tourism and Culture is committed to supporting the tourism industry and strategic partnerships that accelerate the growth of tourism visitation, spending and employment. Tourism is a vital industry in Prince Edward Island that employs over 7,000 Islanders. It accounts for approximately $380 million in economic activity each year and seven percent of GDP, the highest of any Canadian province.