PE Ledger

PEI’s new $5 million tourism campaign strived at COVID-weary tourists


Key takeaways:

  • ‘People have a pent-up request for touring, to relish life.’
  • Brenda Gallant, marketing director of Tourism PEI, reveals the region’s tourism plan Friday at the convention center in Charlottetown.

PEI’s new tourism plan: 

PEI undertook a new tourism plan and $5 million marketing campaign Friday that it expects will cash in on a pent-up request for travel after two difficult years due to COVID-19.

Brenda Gallant, the marketing director for Tourism PEI, stated there’s more hope this year that the outbreak won’t get in the way of a suitable season.

One of the purposes of this year’s campaign, with the motto “feel lighter,” is persuading individuals that PEI is safe without even saying anything regarding COVID.

“People are very wary of hearing regarding COVID, so we’re not particularly using it that way,” Gallant stated.

“It’s going to be through graphic images, to see that wide-open area, to see the magnificence around you, and to imagine yourself there.”

The new approach comes as the region deals with a record number of new COVID-19 cases. 

Also read: PEI rents see the most considerable growth in a decade

Tourism campaign of $5 million targeted at covid weary citizens

On Friday, P.E.I. said a sum of 4,159 active cases with 1,029 recent cases since the latest update on Wednesday. The average everyday case total for the previous seven days is 416. 

However, the number of hospitalizations stays low, with two individuals in hospital due to COVID-19 and four others admitted for other causes and later tested positive.

Bob Boyle, the Brackley Drive-in and Brackley Country Inn and Suites proprietor, said he considers people have learned to tolerate and live with COVID.

“Individuals have a pent-up need for traveling, to relish life.”

Lack of workers, rental cars

There are other problems the enterprise will have to address, however. For instance, there’s a need for employees since many have advanced onto other jobs.

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