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TOURISM PEIAdvertising & Marketing Program
2018Your Best Return on Investment!
August 21, 2017
TOURISM PEI IS THE LARGEST MARKETER OF TOURISM ON PRINCE EDWARD ISLANDIn 2018, 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.
70%Nearly
Nearly 70% of potential visitors actually travel to the destination after receiving the official destination Visitor’s Guide.Source: Destination Analysts: Jan. 2014
52.6% 52.6% use print publications as an information source when planning travel.Source: Destination Analysts Inc., Jan. 2017 (an increase of 8.6% since Jan. 2015)
32% 32% say print information did increase their influence on planning vacations.
10.4Sources
The average buyer consults 10.4 information sources prior to purchase.Source: strategy-business, summer 2014, research done for Google
2018 PRINCE EDWARD ISLAND VISITOR’S GUIDEYour 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.
2018 FORECAST OF DISTRIBUTION ENGLISH FRENCH
Print 120,000 30,000
Online Views 69,000 9,900
DISPLAY ADS ENGLISH FRENCH
Eighth Page $1,525 $520
Quarter Page $2,625 $940
Half 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
Official Tourism travel guides have a shelf life of more than 8 months. Full PDF and online guides can be viewed year round, 24/7, at www.tourismpei.com/pei-visitors-guide
Display Ads: Order by Oct. 6th *Limited number available.
Islandcome find yourIslandcome find yourIsland
P R I N C E E D WA R D I S L A N D 2 017 V I S I T O R ’ S G U I D E
Î L E - D U - P R I N C E - É D O U A R D G U I D E D E L’ Î L E 2 017
îleVOTRE vous attend
To place orders, contact The Dunne GroupCall: 902-892-1115 Email: [email protected]
2018 TOURISMPEI.COM ADVERTISINGTourism PEI’s 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!
RECENT 2016 NUMBERS AT A GLANCE:
SPONSORED LINKS ON TOURISMPEI.COMBring your business to the top of search results.
This popular advertising opportunity allows operators who match search criteria to appear at the top of the search results page. You set the budget and daily cap for your campaign. New for 2018, sponsored links are now available for Attractions listings.
SPONSORED LINKS (various categories available)
January – April $1.05 CPC
May - August $1.40 CPC
September - December $0.80 CPC
WEBSITE ADVERTISEMENTS ON TOURISMPEI.COMPut your message where prospective visitors will see them; directly on TourismPEI.com site pages with high impact web ads. These ads are highly measurable, and you set the budget for your campaign.
WEBSITE ADVERTISEMENTS
Box Ads Starting at $25 CPM
10.5 million page views 313,000 page views –
Where to Stay page138,000 social
media followers
tourismpei.com
“Continues to enjoy far superior traffic volume to all Canadian comparison DMOs”Source: Canadian Destination Benchmarking Study
CPC - cost per click
CPM – cost per 1,000 Impressions
To place orders, contact The Dunne Group 902-892-1115 | [email protected]
E-NEWSLETTER ADVERTISINGCommunicate 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 135,000 English & 41,000 French e-newsletters distributed to engaged subscribers.
E-NEWSLETTER ADVERTISING
Standard E-Newsletter Ad $500/issue
New E-Newsletter feature story, photos, links inquire
2018 ONLINE VACATION PACKAGESA great opportunity to promote value to potential visitors seeking security and convenience through packaging.
In 2016, the packages page of the Tourism PEI website received a STRONG 173,000 pageviews.
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 $1.05 CPC
May - August $1.40 CPC
September - December $0.80 CPC
CPC - cost per click
“In a year of uncertainty, people sought the support, protection, and convenience of a package holiday with more than half of the population (53%) trying one in 2016; a 10% increase from 2011.”Source: ABTA Travel Association – 2017
53%
To place orders, contact The Dunne Group 902-892-1115 | [email protected]
www.tourismpei.com/pei-confederation-trail
2018 MAPS2018 ISLAND HIGHWAY MAP
With 200,000 English and 45,000 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 HIGHWAY MAPS ENGLISH FRENCH
Back Panel $8,409 $1,387
Inside Block Ad $2,680 $645
Inside Card Ad $749 $408
Order by Oct. 6th
2018 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 25,000. This is a great way to attract the soft adventure enthusiast.
CONFEDERATION TRAIL MAP
Block Ad $400
Back Panel $1,800
C A R T E R O U T I È R E D E l ’ Î .- P.- É .
îleVOTRE vous attend
P E I H I G H W A Y M A P
Islandcome find your
Islandcome find your
Island
Order by Nov. 3rd
To place orders, contact The Dunne Group 902-892-1115 | [email protected]
RE-TARGETINGSend digital ads to individuals based on their past online behaviour (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, TripAdvisor, Golf Digest, Hotwire and many more).
Campaigns run May to August.
RE-TARGETING
Industry Standard Specs $10 CPM*
CPM – cost per 1,000 Impressions; *Estimated
VIDEO PROMOTIONGet your video included on Tourism PEI’s listing page. A must have with today’s leisure traveller.
VIDEO PROMOTION
Video Promotion $200
“22.4% of leisure travellers used online videos in 2016 to plan their travel.”Source: Destination Analysts, 2017
RE-TARGETING CAMPAIGNS RUN MAY TO AUGUST
To place orders, contact The Dunne Group 902-892-1115 | [email protected]
2018 ONLINE & PRINT LISTINGSBASIC ELECTRONIC PROFILE - $85Includes one photo and 70 characters (approximately 10 words) online on the Tourism PEI website and the Charlottetown Airport kiosks.
BASIC ELECTRONIC PROFILE & BASIC PRINT LISTINGS - $165Accommodations: Includes a basic electronic profile plus a basic 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 - $160Includes three photos and 1,000 characters (approximately 120 words) online on the Tourism PEI website and the Charlottetown Airport kiosks.
ENHANCED ELECTRONIC PROFILE & PRINT LISTING - $245Accommodations: Includes an enhanced electronic profile plus a basic 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.
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 $100
5+ unites per license number $150
To purchase Online & Print Listings and Photos listed above, please complete the 2018 Tourism PEI Service Order Form and return with payment as specified. Deadline September 1st. If you have any questions, please contact Industry Support at 902-368-4730.
The 2018 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.
Information and prices are based on the best information available in August of 2017. Prices and products are subject to change. At the time of sale, sales representatives will confirm current product inventory and pricing.
