The client believed that the Island’s quaint, non-tech, old-fashioned offerings were not enough to attract tourism beyond the status quo. We disagreed with them.
In a world driven by shiny objects, a brutal pace, and no time, PEI represented a calm oasis. It was far from the madding crowd, offering nothing but beaches, fresh air, zero traffic, peace and quiet. Exactly the escape urban dwellers wanted and needed.
Apart from traditional advertising, a half hour branded TV program was created that ran in prime time on the Global Television Network. So many telephone calls were received on the first airing that one of two trunk lines onto the Island shut down. No inbound or outbound calls could be made. The Premier was forced to apologize to citizens the next day on a special news brief on CBC television.
The four episode program also increased audience by 22% for the Global Television Network over regular programming in the same time slot.
As a result of the 3-year campaign, tourism replaced fisheries as the number one revenue generator for the island Province.
