TIME FOR PRINCE EDWARD ISLAND IN NEW CAMPAIGN
By Adnews Staff
Tourism PEI has broken a promotion called "Maybe it's Time for PEI" in the Toronto market. The travelling exhibit, part of Tourism PEI's 2001 marketing campaign, aims to put the province in the minds of Toronto residents by suggesting that vacation there is the answer to a busy, stressed-out life. The exhibit features a 20-foot image of a Prince Edward Island beach. Visitors to the booth can relax in beach chairs, take off their shoes and run their feet through real PEI sand while having their pictures taken. They can also take a "PEI Stress Test," listen to local music and pick up a miniature potato bag containing tourism information, recipes, potato chips, a potato stress ball and a framed photo. The booth will be set up at the Travel & Leisure trade show in Toronto this weekend and will also travel to major traffic areas around the city until the end of the month. The promotion is being supported with $170,000 in advertising. Radio spots will compare a busy, urban lifestyle with a relaxing PEI vacation. Outdoor posters at construction sites will contrast city life with island life. The advertising is from Young & Rubicam. Public relations and media relations activities are being handled by Cohn & Wolfe.