TOURISM PEI. Advertising & Marketing Program. Your Best Return on Investment!

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1 2016 TOURISM PEI Advertising & Marketing Program Your Best Return on Investment!

2 TOURISM PEI IS THE LARGEST MARKETER OF TOURISM ON PRINCE EDWARD ISLAND In 2016, Tourism PEI is poised to build on strong growth. The Primary markets for Tourism PEI, accounting for 94% of visitation, remain Nova Scotia, New Brunswick, Ontario, and Quebec. Secondary markets are the US (Mid-Atlantic, New England), Japan, Germany and the UK. China is an exploratory market. Get your message to PEI s visitors and prospective visitors by strategically partnering your marketing campaign with ours. 44% use print publications as an information source when planning travel. Source: Destination Analysts Inc., Jan % say print information did increase their influence on planning vacations. The average buyer consults 10.4 information sources prior to purchase. Source: strategy-business, summer 2014, research done for Google in Tourism PEI Advertising & Marketing Program

3 2016 PRINCE EDWARD ISLAND VISITOR S GUIDE Your visitors and prospective visitors are reading and researching the Prince Edward Island Visitor s Guide. For one investment, you get both the print and electronic guide (tourismpei.com). These are the premier informational tools that visitors use to plan holidays to PEI and for reference while they are here FORECAST OF DISTRIBUTION ENGLISH FRENCH Print 150,000 35,000 Official Tourism travel guides have a shelf life of more than 8 months. Full PDF and online magazine can be viewed at DISPLAY ADS ENGLISH FRENCH 1/8 Page 1, /4 Page 2, /2 Page 4,990 1,750 Full Page 8,940 2,895 Inside Back Cover 10,640 5,070 Back & Inside Front 12,675 5,775 Display Ads: Order by Oct. 2nd *Limited number available Tourism PEI Advertising & Marketing Program 3

4 2016 TOURISMPEI.COM ADVERTISING Tourism PEI has made a major investment with a completely new front and back-end website. The new site is completely up to date, responsive, robust, user-friendly and built to capitalize on the heavy traffic that is already coming to Tourismpei.com! tourismpei.com Continues to enjoy far superior traffic volume to all Canadian comparison DMOs Source: Canadian Destination Benchmarking Study SPONSORED ACCOMMODATIONS LINKS ON TOURISMPEI.COM You can bring your business to the top of the accommodation search results. This popular advertising opportunity allows accommodation operators who match search criteria to appear at the top of the accommodation search results page. You set the budget and daily cap for your campaign. SPONSORED ACCOMMODATION LINKS January April 1.05 CPC May August 1.40 CPC Sept December 0.80 CPC CPC - cost per click WEBSITE ADVERTISEMENTS ON TOURISMPEI.COM Operators can use the Internet as an advertising medium and place promotional messages on the Tourism PEI site using web ads. Ads are highly measurable, and you set the budget for your campaign. WEBSITE ADS Banner Ads CPM cost per 1,000 Impressions starting at 25 CPM E-NEWSLETTER ADVERTISING Communicate with Tourism PEI s database of potential visitors via monthly electronic newsletters. Ads will be included in both the English and French versions of the mailing. There are 285,000 English and 90,000 French e-newsletters distributed monthly. E-NEWSLETTER ADVERTSING E-newsletter Ad 500/issue Tourism PEI Advertising & Marketing Program

5 2016 Tourism PEI Advertising & Marketing Program 5

6 2016 ONLINE VACATION PACKAGES An increase in package holiday bookings is expected to continue the trend is fuelled by consumers valuing the security and cost effectiveness that packaged holidays provide ABTA Travel Association Online Vacation Packages are a great opportunity for advertisers to promote their packages to potential visitors. Today s consumers are buying an experience. There is no better co-op marketing tool than BookPEI s package builder to demonstrate the destination themed experience. Its flexibility to change packages by season and short term consumer demand is the best in the country. If you are seeking new customers, work with your B2B relationships and package your product utilizing this excellent marketing tool. It produces more first time visitors for our company than any other tool. Sandi Lowther, Fairways Cottages In 2014, the packages page of the Tourism PEI website received over 101,000 pageviews! ONLINE VACATION PACKAGES Minimum 2 Packages Additional Packages each *Operators must also purchase a web listing *Operators wishing to have their packages bookable online must also purchase BookPEI Turn your existing vacation package into a Premium Online Package to make your package really stand out. PREMIUM ONLINE PACKAGES January April May August Sept December 1.05 CPC 1.40 CPC 0.80 CPC *CPC - cost per click Tourism PEI is currently researching the feasibility of a print package piece for If interested in print please let us know Tourism PEI Advertising & Marketing Program

7 2016 MAPS 2016 ISLAND HIGHWAY MAP What is used more frequently by visitors than the Island s travel map? With 265,000 English and 55,000 French maps forecast for distribution in mail out kits, across the Island at Visitor Information Centres and through tourism operators, this is high impact advertising at its best! ISLAND MAPS ENGLISH FRENCH Back Panel 8,409 1,387 Inside Block Ad* 2, Inside Card Ad* Order by Oct. 2nd *Limited number available CONFEDERATION TRAIL MAP The Confederation Trail Map is distributed in vacation planning kits as well as at consumer shows for a total distribution of approximately 75,000. This is a great way to attract the soft adventure enthusiast. CONFEDERATION TRAIL MAP Block Ad 400 Back Panel 1,800 Order by Feb. 12th 2016 Tourism PEI Advertising & Marketing Program 7

8 OTHER ADVERTISING OPPORTUNITIES TRIPADVISOR Make TripAdvisor work for you. More than 260 million travellers visit TripAdvisor each month. Operators can place banner ads on various Tourism PEI landing pages. TRIPADVISOR ADS Industry Standard Specs CPM cost per 1,000 Impressions 20 CPM RE-TARGETING Send digital ads to individuals based on their past online behavior (site visits, keywords searched, related pages). For example, for those that have visited Tourismpei.com, targeted PEI ads will appear as they browse on other sites (ie. WestJet, Air Canada, Trip Advisor, Golf Digest, Hotwire and many more). Campaigns run May to August. RE-TARGETING Industry Standard Specs 6 CPM* CPM cost per 1,000 Impressions *Estimated Tourism PEI Advertising & Marketing Program

9 VIDEO PROMOTION Your promotional video can be uploaded to Tourism PEI s YouTube channel and linked to your listing page. This is a great opportunity to speak to potential visitors and showcase your property. A good video will increase conversion on a website by as much as 50%. On-Line Revealed Canada, 2013 VIDEO PROMOTION Video Promotion 200 To place orders contact The Dunne Group Call The 2016 Tourism PEI Advertising Sales and Marketing Program is marketed on behalf of Tourism PEI by The Dunne Group ALL ADVERTISERS PLEASE NOTE: Changes to advertisements cannot be accepted by telephone 2016 Tourism PEI Advertising & Marketing Program 9

10 2016 ONLINE & PRINT LISTINGS BASIC ELECTRONIC PROFILE - 85 Includes 70 characters (approximately 10 words) online on the Tourism PEI website, mobile app and the Charlottetown Airport kiosks. BASIC ELECTRONIC PROFILE & BASIC PRINT LISTINGS Accommodations: Includes a basic electronic profile plus a basic grid listing in the print Visitor s Guide (70-character description included). Attractions, Authentic PEI Experiences: Includes a basic electronic profile plus a basic listing in the print Visitor s Guide (70 characters/approximately 10 words). ENHANCED ELECTRONIC PROFILE Includes three photos and 1,000 characters (approximately 120 words) online on the Tourism PEI website, mobile app and the Charlottetown Airport kiosks. ENHANCED ELECTRONIC PROFILE & PRINT LISTING Accommodations: Includes an enhanced electronic profile plus a basic grid listing in the print Visitor s Guide (70-character description included). Attractions, Authentic PEI Experiences: Includes an enhanced electronic profile plus a 300-character listing (approximately 45 words) in the print Visitor s Guide. Photos: Attractions and Authentic PEI Experiences operators can purchase one photo (2 X 3 at 300 dpi) to appear with their print Visitor s Guide listing. English Guide - 330; French Guide To purchase Online & Print Listings and Photos, please complete the 2016 Service Order Form and return with payment as specified. Deadline September 1st. If you have any questions, please contact Industry Support at Tourism PEI Advertising & Marketing Program

11 BOOKPEI ONLINE RESERVATION SYSTEM (must be purchased in conjunction with a web listing) Selling PEI tourism products anywhere, anytime. Join BookPEI and enjoy the benefits of online booking 24 hours a day! All BookPEI options include property and unit photos. BOOKPEI ONLINE RESERVATION SYSTEM 1-4 units per license number units per license number Tourism PEI Advertising & Marketing Program 11

12 To place your order contact The Dunne Group

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