Tourism P.E.I. shoots and scores NHL marketing and advertising partnership

Tourism Prince Edward Island and the National Hockey League have entered into a 3-year internet marketing partnership that will see the Island branded as the NHL’s formal vacation spot. 

The provincial govt is spending the NHL $2.5 million for the to start with yr of the settlement, which will give P.E.I. entry to the league’s advertising device. 

The attractions of a excursion to Prince Edward Island will get broadcast publicity, starting when the Bruins host the Tampa Bay Lightning Tuesday night in Boston, a single of the marketplaces the tourism marketplace has discovered as a target.

“We are a globe-renowned vacation location. [The NHL has] observed the possibility, the elegance, they know the Island hospitality, and they just preferred to arrive and be portion of it,” reported Brodie O’Keefe, director of functions and field expenditure with Tourism P.E.I.

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“It can be one thing distinct it is a new market place for them. It is not your downtown Toronto or downtown New York.” 

Tourism P.E.I.’s booth at the 2024 NHL Enthusiast Reasonable during All-Star weekend in Toronto impressed league officers, however talks had been in the will work in between the NHL and the province for about a 12 months and a fifty percent. (Submitted)

In addition to provincial tourism branding becoming exhibited on arena boards and video clip screens during NHL video game broadcasts, the partnership also enables the province to use the NHL emblem alongside Tourism P.E.I. branding. 

The league will host some business meetings and summits on the Island, and will advertise journey to the province across its network, website, applications and social media platforms. 

Why P.E.I. is now the NHL’s official vacation spot

North American hockey supporters can hope to see a slice of Prince Edward Island on their tv and personal computer screens about the future couple yrs. Discover out why the Island has been named the formal vacation vacation spot companion of the National Hockey League.

Province bumped up tourism funds

Tourism P.E.I.’s yearly advertising and marketing finances is $5.5 million, and the province accepted this $2.5 million for the NHL deal more than and higher than that. 

The province will have a probability to again out of the offer soon after the to start with yr, or negotiate a new deal for year two if it feels the experiment was truly worth the financial investment. 

A headshot of a man with short dark hair and a blue shirt with a collar and white flecks.
‘Word’s out there of how wonderful Prince Edward Island is,’ states Brodie O’Keefe, director of functions and market investment decision with Tourism P.E.I. (P.E.I. government)

“We have to invest dollars to make revenue,” O’Keefe mentioned. “The tourism market in Prince Edward Island generates $85 million in tax profits, which comes back again to the province [and] can be applied to help other sectors across our governing administration and across the Island.”

This notion was truly kickstarted about 18 months in the past when the NHL achieved out to the Tourism Sector Association of P.E.I., or TIAPEI, to gauge interest in a advertising and marketing partnership. 

That eventually led to a Tourism P.E.I. booth at a fan convention for the duration of the latest NHL All-Star weekend in Toronto, wherever Island marketers amazed the league with regional solutions like Cows ice product and the possibility for supporters to fireplace hockey pucks at lobster traps. 

‘The likely is endless’

TIAPEI main government officer Corryn Clemence said the intention of the partnership is to encourage the tourism business in marketplaces like Ontario and New England.

A woman in a blue blazer with long blonde hair standing in front of a scenic painting in an office.
Corryn Clemence, CEO of the Tourism Business Affiliation of P.E.I., states the partnership will boost the Island in target marketplaces like Ontario and New England. (Steve Bruce/CBC)

“This is substantial,” she said. “We all know how prestigious and how large the NHL model is … so to grow to be the official journey destination spouse of the NHL, it passes on that stage of status and brand recognition to us. The opportunity seriously is infinite.” 

Tuesday night’s recreation broadcast in Boston will aspect loads of P.E.I. written content, with the restaurant in TD Back garden serving up a domestically sourced menu, oyster shucking, and an visual appeal by Prince Edward Islander Adam McQuaid, a former Bruin. 

“Word’s out there of how great Prince Edward Island is, and they [saw] the chance to arrive and husband or wife with us on it,” O’Keefe stated. “We are the 1st-at any time formal journey location of the NHL.”