Overview

Prince Edward Island (PEI) is a province of Canada, which consists of the island of
the same name and other many smaller islands. It is one of the 3 Maritime Provinces
and has a small area and population. It does not have any land boundary. PEI is also
called the Garden of the Gulf which refers to the agricultural greenery throughout
the province. The Ceilidh at the Irish hall begins in May when the weather starts to
heat up and the college of Piping in the Summerside hosts the Highland Gathering.
One can be assured to have an entertaining vacation when one plans a visit from May
to October cause its a non-stop party time until October. Festival of Small halls that
takes place in June, Fall Flavors in September are the recent popular favorites. The
Jazz&Blues Festival and a music festival that takes place on the beach features many
popular artists.
Whatever one can dream of, PEI has a perfectly customized and flexible
packages that can meet peoples needs. Be it romance, or getting together with ones
friends or even playing some gold, PEI can meet almost all of your vacation needs.
There are many adventures to go on and unique things to do. All travelers have to do
is find a package and then find their way to kick- start an adventure.
PEI is committed to the quality and cleanliness of their properties and islanders take
great pleasure in providing and ensuring accommodation and the camping sites is
cozy and highly maintained.
PEI has entertained guests of all ages for many years, creating a special yet
memorable Island experience for all to enjoy. They have a coastline that offers one of
the most beautiful vistas and further into the land the greenery on the hills and
gorgeous farmlands will make great pictures. The awesome local cuisine, which

includes some of the freshest seafood available in the world would satisfy ones
tummy to the fullest extent. They have a mini cruise that takes around 75 minutes and
docks in wood Islands in the provinces southeastern region, which is pretty fun to
hop on. Finally, the size and the shape of the Island make it easy to begin the tour at
one entry point and end at another.

Background/ Overview & the Specific Challenge

In the recent times, many Canadians prefer taking their vacations outside the
country. This is one of the distinct challenges our brand faces. Some of the reasons
include escaping the cold winters and the all in one inclusive resorts in the
neighboring regions which are cheaper alternatives. The recent trend is that people are
traveling to tropical destinations during winter, and do not prefer exploring their own
countries during the summer. Through this process money is leaving Canada and the
Canadian economy isnt benefiting from Canadians traveling outside the country.
Profit can be gauged through by making people feel that they are traveling to a place
that feels home outside their actual home.
Prince Edward Island is one of eastern Canada's maritime provinces, off New
Brunswick and Nova Scotia in the Gulf of St. Lawrence, which may make it too far
away. People cant seem to overlook their cold winters even though they have
beautiful summers. Many Canadians overlook and undervalue the east coast
Although, Prince Edward Island has red-sand beaches, lighthouses and an interior of
fertile farmland and is renowned for its seafood, people may feel that there nothing to
do there. Some may also argue that the place is too small. While some people prefer
traveling outside of the country or to the big cities within.

Prince Edward Island thrives on tourism. The 2016 theme of the tourism campaign
is Canadas Food Island. The campaign will target the couples over forty and family
markets. There will also be a special emphasis on millenials in this years marketing
plan. Recent trends across Canada show young people aged 18 to 34 are traveling
with greater regularity. The province is working closely with Destination Canada on a
plan to better reach that market. Tourism PEI has also made improvements to its
website that make it more responsive to new technology, and more visually appealing
ahead of the 2016 season.
Marketing objectives that IMC program will help to achieve
1. Connect various social media platforms and be more relevant, customised and
interactive for the target market
2. Promote the natural beauty and benefits that Prince Edward Island has to offer
3. Increase Canadian tourism promote supporting the Canadian economy
4. Increase awareness of the province to provinces that are much farther away like
British Columbia and Alberta
5. Increase family travel by emphasizing the importance of taking time off to spend
time with ones family
6. Create loyalty programs to ensure customer loyalty which will help increase profit
and many industries will benefit from the tourism sector
7. Make the idea of going to PEI exciting and evoke an inner emotion by making
people feel right at home
References
www.tourismpei.com
www.widipedia.org
http://www.gov.pe.ca