Prince Edward Island indications distinctive tourism marketing offer with NHL

CHARLOTTETOWN — Canada’s smallest province is seeking to enhance its tourism profile by capitalizing on the recognition of the National Hockey League.

Less than a promoting arrangement declared earlier this 7 days, Prince Edward Island’s tourism agency, Tourism P.E.I., has been specified as the “official travel location companion of the NHL.”

The provincial government is spending the league $2.5 million in the first year of a three-year deal but can choose out after Yr 1 or negotiate a new offer for Yr 2.

Corryn Clemence, CEO of the Tourism Marketplace Association of P.E.I., reported the exclusive designation will make it possible for the Island to use the NHL’s broadcast and social media arrive at to promote itself in goal markets these types of as Ontario and New England.

“It has the potential to hit so a lot of diverse sectors like conferences and conventions,” Clemence stated of the marketing campaign in an job interview Thursday. “To have the status of the NHL truly elevates what we are making an attempt to do.”

The agreement also makes it possible for on-web-site promotions at arenas, and digitally increased advertisements to be proven on the dasher boards that surround NHL ice rinks, she mentioned. As nicely, the league has agreed to host a organization meeting on the Island and will let the province to use the NHL symbol with its personal tourism branding.

Clemence explained the enthusiast convention at the new NHL All-Star Weekend in Toronto showcased a Tourism P.E.I. booth, adding that Tuesday night’s tv broadcast involving the Boston Bruins and the Tampa Bay Lightning incorporated promotions for traveling to the province.

She explained her business, which represents about 450 tourism operators in the province of about 175,000 men and women, reviewed the thought with the NHL about 18 months back and formal talks on a deal have been then taken more than by the province.

Clemence suggests the agreement can bolster P.E.I.’s tourism sector, which is one of the top a few industries on the Island along with agriculture and the fishery, and delivers tens of millions in tax revenues to the provincial authorities.

“It’s truly essential for us to be very strategic with any initiatives we get on for the reason that we will need to see that return for our field but also for the Island economic system.”

Brodie O’Keefe, director of functions and industry financial investment with Tourism P.E.I., said the Crown corporation’s yearly marketing spending budget is $5.5 million and the funding for the arrangement with the NHL is a separate allocation.

O’Keefe responded to some of the criticism of the offer from those people who say the province is paying hundreds of thousands on marketing and advertising with the NHL even though there are housing shortages and emergency place closures on the Island.

“Visitors to P.E.I. create tax revenues of close to $85 million every calendar year,” he said. “That dollars goes back to the authorities so they can use it to assistance other departments and other applications.”

Sergio Carvalho, a marketing and advertising professor at Dalhousie University in Halifax, says he thinks the offer can be powerful at escalating tourism bucks mainly because of the NHL’s capability to enhance supporter awareness of P.E.I.

“They are allowing for the status of the NHL model to be transferred to the P.E.I. brand,” stated Carvalho. “If the tourism crew from the province is aware of how to do the job this well they can improve this.”

He mentioned the arrangement has the potential to see returns that are numerous situations its encounter price and will have a “long time period effect” for the province.

“I consider $2.5 million for a deal like this with such a prestigious manufacturer in North The usa is a quite great deal,” Carvalho said.

This report by The Canadian Press was 1st revealed Feb. 15, 2024.

— By Keith Doucette in Halifax

The Canadian Press