Commemorates the 150th Anniversary of the Charlottetown Conference
Tourism PEI and Air Canada Media have launched a contest which will give away 150 flights to Prince Edward Island, as part of this year's marketing campaign for the 150th anniversary celebrating of the 1864 Charlottetown Conference. Leveraging the powerful reach and audience of Air Canada, the program will be executed across all of the brand’s media channels, including in-flight, digital, print and airport activation. The contest will run until August 28, 2014.
Designed to promote Prince Edward Island as Canada’s premier island destination and drive domestic tourism, this contest marks the significant milestone in history when the idea of Canada, as a nation, was proposed. In celebration of this event, 75 contest winners will receive two tickets each from Air Canada for flights to Charlottetown, valid for a period of approximately one year.
“We’re always looking for new ways to attract visitors to Prince Edward Island and there is truly no better time than now, as we commemorate this landmark event with over 150 events happening throughout the year to celebrate,” said Robert Henderson, Minister of Tourism and Culture. “Thanks to our partnership with Air Canada Media, we’re reaching and inspiring more travelers than ever to come explore this vibrant province.”
This program builds on the success of the Tourism PEI and Air Canada Media partnership program from last year, which involved hosting a surprise East Coast themed party for passengers boarding a Toronto to Montreal flight and awarding one lucky passenger with a trip of a lifetime to Prince Edward Island. This 2013 initiative garnered over 15 million media impressions.*
Spafax, Air Canada’s content marketing and in-flight entertainment partner, is managing the execution of this program. “We are thrilled that Tourism PEI has chosen to partner with Air Canada Media once again this year, and we’re proud to take part in celebrating Canada’s origins,” said Nino Di Cara, Executive Vice President, Content Marketing at Spafax. “This innovative, cross-platform execution is an exciting chance for Canadian travelers to discover what PEI has to offer as a tourism destination.”
The contest is open to Canadian residents having attained the age of majority in their province. Visit PEIContest.com for instructions on how to enter, as well as full rules and regulations. Throughout the campaign, this microsite will host destination information, contest updates, stories from the winners and multi-media content.
*According to MRP (Media Relations Points), an industry-wide standard in media evaluation.