2016
TOURISM PEI
Advertising & Marketing Program
Your Best Return
on Investment!
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. 2015
• 32% 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 2011
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2016 Tourism PEI Advertising & Marketing Program
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.
2016 FORECAST OF DISTRIBUTION
Print
ENGLISH
FRENCH
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 www.tourismpei.com
DISPLAY ADS
ENGLISH
1/8 Page
$
1/4 Page
$
1/2 Page
$
Full Page
$
Inside Back Cover
$
Back & Inside Front
$
FRENCH
1,525
$
2,625
$
520
4,990
$
8,940
$
10,640
$
12,675
$
940
1,750
2,895
5,070
5,775
Display Ads: Order by Oct. 2nd *Limited number available.
2016 Tourism PEI Advertising & Marketing Program
3
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
$
May – August
$
1.05 CPC
Sept – December
$
1.40 CPC
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
starting at $25 CPM
CPM – cost per 1,000 Impressions
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
4
500/issue
$
2016 Tourism PEI Advertising & Marketing Program
2016 Tourism PEI Advertising & Marketing Program
5
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 - 2013
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
ONLINE VACATION PACKAGES
Minimum 2 Packages
250
$
Additional Packages
90 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
$
1.05 CPC
Sept – December
$
1.40 CPC
0.80 CPC
*CPC - cost per click
Tourism PEI is currently researching the feasibility of a print package piece for
2016. If interested in print please let us know.
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2016 Tourism PEI Advertising & Marketing Program
In 2014, the
packages page of the
Tourism PEI website
received over 101,000
pageviews!
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
Back Panel
$
Inside Block Ad*
$
Inside Card Ad*
$
FRENCH
8,409
$
1,387
2,680
$
749
$
645
408
Order by Oct. 2nd *Limited number available.
2016 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
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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
20 CPM
$
CPM – cost per 1,000 Impressions
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
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2016 Tourism PEI Advertising & Marketing Program
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 902-892-1115 | [email protected]
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
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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 - $165
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 - $160
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 - $245
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 - $215.
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 1-866-213-7521
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2016 Tourism PEI Advertising & Marketing Program
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
$
5+ units per license number
$
100
150
2016 Tourism PEI Advertising & Marketing Program
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To place your order contact
The Dunne Group
902.892.1115
[email protected]