A new campaign hopes to attract more tourists to Prince Edward Island now that COVID-19 restrictions are expected to be eased again in the province.
Tourism PEI launches marketing initiatives this winter for people from the Maritimes who wish to visit the island.
The move follows the province’s announcement of a three-step transition plan to ease most COVID-19 restrictions by April 7.
The campaign is already in place for the Prince Edward Island market, but will expand to the rest of the region on Monday – the same week a four-day isolation requirement will be waived for fully vaccinated visitors of the island.
“There’s a sense of relief that we’re finally getting to the point where he’s going to be ready to travel again,” said Brenda Gallant, director of marketing for Tourism PEI.
“For the tourism industry – I’m sure many feel the same – there is anticipation, excitement that the 2022 season will be much better than what we have seen in the past two years.”
Gallant said the campaign will include radio and television spots as well as website and social media ads. Winter marketing costs will be just under $500,000.
She said the pandemic landscape has made things “extremely competitive” for the industry.
“Tourism has been hit hard by COVID and as a result all destinations were vying for attention and really trying to show off what we have to offer,” Gallant said.
“What I find great about this time of year is that a lot of people are really looking for that getaway. So we’re working really hard to get them to look to PEI as a place. getaway.”
More details on a tourism campaign for the crucial months between May and October will be released in a few weeks. Gallant said he will be “aggressive” given the competition.
Some ads for this campaign are already running nationwide to take advantage of the Beijing Winter Olympics.