Pillar 2: Marketing & Sales

Timeframe: Short-term / Ongoing

Notes

2A1 Targeted approach to stimulating visitation year-round - leisure/events

Tourism PEI conducted data analysis and segmentation to profile visitors to PEI from November to April. View Winter Visitor Segment personifications including product and behaviour characteristics, media consumption habits, demographics, geography, etc. 

Tourism PEI completed a foundational Winter Travel Study in 2023. Data will be used to inform winter season development in the mid-term.

Tourism PEI, through its Atlantic Canada Agreement on Tourism partnership, commissioned Narrative Research to conduct a study to look into factors that impact how mid-Atlantic and New England US regions travel, travel intentions and behaviours in the coming years. See 2023 US Consumer Research Report.

Tourism PEI worked with its Agency of Record to create a 2024 blocking chart of markets, channels, and media buys for spring, summer, and fall. The winter chart for 2025 is in development.

Tourism PEI and its Agency has developed a 2025 Main Campaign that was deployed in key markets in April 2024 and will run through August 2024.

Tourism PEI developed a fall direct mail piece that was created and distributed in New Brunswick and Nova Scotia. The messaging highlighted fall festivals and events, along with trails, golf, and culinary experiences. A strong call to action was included, showcasing travel packages from each region.

2A2 Targeted approach to stimulating visitation year-round - meetings & conventions

Prince Edward Island had a good bounceback year for business events during the 2023-24 fiscal (April 1, 2023 - March 31, 2024). There were 125 business events hosted on the Island, generating over 20,000 delegates, 42,000 room nights, and $22.9 million in direct impact. Approximately 87% of business events occurred outside of July and August.

Meetings and Conventions PEI recently completed a strategic review. The review was presented to Tourism PEI and ACOA in April 2024.

Meetings and Conventions PEI has actioned a re-branding exercise as recommended within their strategic review. It is anticipated that the exercise will be compete by November 25, 2024 and the new branding unveiled during their next AGM (date TBD).

2024 Meeting PACE - 107 Business Events/Conferences (-6% YTD), 18,001 delegates (-2% YTD), $20.6M in anticipated economic impact (-1% YoY), 91% in the shoulder/winter season (87% at this time last year).

2A3 Targeted approach to stimulating visitation year-round - sport tourism

PEI secured the Grand Slam of Curling Tour Challenge, October 1-6, 2024, at Bell Aliant Centre, Charlottetown; to be broadcast on SportsNet.

Abegweit First Nations to host an Indigenous softball event October 10-14, 2024.

UPEI to host the Usport Women's Ruby National Championships Oct 30 - Nov 3.

City of Charlottetown to host the Atlantic Slam Women's Basketball featuring four NCAA teams, Nov 22 - 24, 2024, Eastlink Centre; to be webcast on TSN, ESPN etc.

Charlottetown to host 2024 Para Hockey Cup, December 8 - 14, 2024, Bell Aliant Centre.

City of Summerside to host 2025 Mixed Curling Championships, March 16 - 21 and U21 Men's and Women's Curling Championships, March 22 - 30 at Credit Union Place.

Team Germany 2025 World Junior Training Camp will be held in Charlottetown December 9-14th, 2024.

The 2025 Canada vs. USA Women's Hockey Rivalry Series game will take place February 8, 2025 in Summerside, PEI.

2B Support attracting cruise in spring and summer

In August 2024, cruise traffic (total number of passengers and crew) at the Charlottetown Port was up +17% over 2023 and 2019. Year-to-date cruise traffic is up +27% over the record-setting 2019 cruise season. July 2024 was a record-setting month of July for cruise traffic at the Charlottetown Port.

2C Market to higher-yield source markets during peak travel months

Tourism PEI conducted visitor segmentation to identify and profile high-potential, high-yield visitors to PEI. 

Tourism PEI, through its Atlantic Canada Agreement on Tourism partnership, commissioned Narrative Research to conduct a study to look into factors that impact how Americans of the mid-Atlantic and New England regions travel, their travel intentions as well as behaviours in the coming years. View the 2023 US Consumer Research Report.

2D Offer niche experience packages during non-peak seasons

Tourism PEI established a packaging section on TourismPEI.com as a convenient location for visitors to access options.

Tourism PEI is using online advertising to target niche groups that align with our strategy and destination positioning (e.g., culture, culinary, golf, etc.).

2E Continue to market traditional assets to the family market in summer

Tourism PEI has analyzed comprehensive data sets, segmented high-yield family visitors to PEI and developed personification to outline travel behaviour and activities, demographics, geography, media consumption, social media use, etc. See Upscale Families personification.

Family adventure itineraries and family packages are highlighted on TourismPEI.com. Operators are invited to add packages at no cost.

2F Optimize target audiences and source market segments based on season

Tourism PEI and its agency of record created a blocking chart of key markets, channels and media buys for spring, summer and fall 2024; a winter chart for 2025 is in development. The 2024 main marketing campaign ran in key markets from April to August.

2G Fully activate PEI's partnership with the NHL

The NHL held its Partner Summit on PEI from September 4-6, which featured NHL Commissioner Gary Bettman, along with senior executives of NHL partner organizations. Over 130 guests and NHL staff attended the three day summit. 

Through the partnership, Tourism PEI has attracted FanDuel to host its first annual FanDuel PEI Invitational Golf Challenge on September 20-22, 2024. FanDuel is taking 20 contest winners for a three-day golf experience.

Tourism PEI partnered with the Boys and Girls Club of Prince County and the City of Summerside to host an NHL Street Community Showcase on September 7-8, 2024. NHL Street is the official street hockey league of the NHL, designed to provide children and youth ages 6 to 16 with an affordable and accessible way to experience hockey.

Activations with the Ottawa Senators, Calgary Flames, and New Jersey Devils have been successfully executed. Branded as "PEI Night," the events exposed fans and viewers to PEI branding throughout the arena, along with PEI music, on-ice intermission activities, and contests. VIP club members enjoyed oyster tastings, performances by PEI musicians, and featured PEI menu items.