Billboards advertising Prince Edward Island to potential tourists are in heavy rotation in Toronto and other cities across the country as the tourism industry gears up for the first summer season following the lifting of COVID-19 restrictions.
The Tourism P.E.I. summer marketing blitz started at the end of March and will continue until mid-December, with urban advertisements costing the province about 25 per cent of its $5-million budget for the campaign.
“There are nine [messages] in rotation right now,” said Tourism P.E.I. marketing director Brenda Gallant.
Gallant said COVID-19 influenced P.E.I.’s marketing plans, with the campaign theme “Feel lighter” directly related to the fact many people have gone through a difficult time during the pandemic.
“It’s really looking at telling people that after these last two years that have weighed so heavy on us to feel a little lighter and come to Prince Edward Island.”
It has also affected the markets where these advertisements are being…