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2016 Your Best Return on Investment! TOURISM PEI Advertising & Marketing Program
2016Your Best Returnon Investment!
TOURISM PEIAdvertising & Marketing Program
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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 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.
DISPLAY ADS ENGLISH FRENCH
1/8 Page $1,525 $520
1/4 Page $2,625 $940
1/2 Page $4,990 $1,750
Full Page $8,940 $2,895
Inside Back Cover $10,640 $5,070
Back & Inside Front $12,675 $5,775Display Ads: Order by Oct. 2nd *Limited number available.
ENGLISH FRENCH
Print 150,000 35,000Official Tourism travel guides have a shelf life of more than 8 months. Full PDF and online magazine can be viewed at www.tourismpei.com
2016 FORECAST OF DISTRIBUTION
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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!
SPONSORED ACCOMMODATIONS LINKS ON TOURISMPEI.COMYou 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.
tourismpei.com “Continues to enjoy far superior traffic volume to all Canadian comparison DMOs”Source: Canadian Destination Benchmarking Study
January – April $1.05 CPC
May – August $1.40 CPC
Sept – December $0.80 CPC
SPONSORED ACCOMMODATION LINKS
CPC - cost per click
WEBSITE ADVERTISEMENTS ON TOURISMPEI.COMOperators 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.
Banner Ads starting at $25 CPM
WEBSITE ADS
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 Ad $500/issue
E-NEWSLETTER ADVERTSING
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2016 ONLINE VACATION PACKAGES
Online Vacation Packages are a great opportunity for advertisers to promote their packages to potential visitors.
Turn your existing vacation package into a Premium Online Package to make your package really stand out.
Tourism PEI is currently researching the feasibility of a print package piece for 2016. If interested in print please let us know.
“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
“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
Minimum 2 Packages Additional Packages$250 $90 each
ONLINE VACATION PACKAGES *Operators must also purchase a web listing
*Operators wishing to have their packages bookable online must also purchase BookPEI
January – April $1.05 CPC
May – August $1.40 CPC
Sept – December $0.80 CPC
PREMIUM ONLINE PACKAGES
*CPC - cost per click
In 2014, the packages page of the Tourism PEI website
received over 101,000 pageviews!
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2016 MAPS
2016 ISLAND HIGHWAY MAPWhat 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 FRENCH
Back Panel $8,409 $1,387
Inside Block Ad* $2,680 $645
Inside Card Ad* $749 $408Order by Oct. 2nd *Limited number available.
2016 CONFEDERATION TRAIL MAPThe 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.
Block Ad $400
Back Panel $1,800
CONFEDERATION TRAIL MAP
Order by Feb. 12th
*CPC - cost per click
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OTHER ADVERTISING OPPORTUNITIESTRIPADVISOR 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.
Industry Standard Specs $20 CPM
TRIPADVISOR ADS
CPM – cost per 1,000 Impressions
Industry Standard Specs $6 CPM*
RE-TARGETING
CPM – cost per 1,000 Impressions *Estimated
RE-TARGETINGSend 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.
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Video Promotion $200
VIDEO PROMOTION
VIDEO PROMOTIONYour 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
To place orders contact The Dunne GroupCall 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
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2016 ONLINE & PRINT LISTINGS
BASIC ELECTRONIC PROFILE - $85Includes 70 characters (approximately 10 words) online on the Tourism PEI website, mobile app and the Charlottetown Airport kiosks.
BASIC ELECTRONIC PROFILE & BASIC PRINT LISTINGS - $165Accommodations: 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 - $160Includes 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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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.
1-4 units per license number $100
5+ units per license number $150
BOOKPEI ONLINE RESERVATION SYSTEM
