Tourism PEI focuses on “extending the season” as fall marketing campaign kicks off

Tourism PEI already looking beyond the busy summer season and eyeing the fall.

The province’s fall promotional campaign kicked off in Ontario, Quebec, New Brunswick and Nova Scotia, with television and digital ads, as well as billboards in Toronto and Montreal.

The marketing campaign will continue until mid-October. Tourism PEI Marketing Director Brenda Gallant says focus will continue to be on pent-up travel demand after most COVID-19 pandemic restrictions are lifted .

“We really want to focus on this season extension,” she said.

“We know we get great visitors in the summer months. We won’t stop advertising in the summer months because you want it to continue.

“However, the high concentration [is] to bring people to come beyond this traditional season. And we’ve seen great progress in this area over the last 10, 15 years.”

Gallant said the summer went so well that Tourism P.E.I. waived advertising in July and August as accommodation fills to capacity.

She said the industry has so far been very resilient despite labor shortages. She expects that will still be the case in the fall, although the season may be more difficult for tourism operations with students returning to school.

Landscapes and flavors of autumn

For visitors, there’s no shortage of things to do in the fall, according to the Tourism Industry Association of PEI.

PEI’s Shellfish Festival will return in 2022 after being canceled due to the pandemic. (Tony Davis/CBC)

“We have the PEI International Shellfish Festival, we have Fall Flavors – there are so many great things happening in the fall,” CEO Corryn Clemence said.

“We’ve got the fall cruise season going to ramp up and we know it’s busy. So … there’s activity going on to really help drive that demand.”

Gallant said some visitors might prefer to travel in the fall because it’s less crowded, with fewer families coming back to school, so trying to capture more of an “adult market” becomes the goal.

“The golf. The outdoor adventure is really huge. Fall foliage,” she said.

Marketers will tout “fresh air, beautiful scenery, refreshing and feel-good type activities, and make people think, you know, maybe they’ve been here before in the summer months, they need to come back to fall. month.”

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