P.E.I. launch a success

Brian Thompson, general manager of the Prince Edward Island Marketing Agency, is breathing much more easily today than he was two months ago.Last August, the island, for the first time, awarded its $2.25-million tourist account to an offshore shop, and according...

Brian Thompson, general manager of the Prince Edward Island Marketing Agency, is breathing much more easily today than he was two months ago.

Last August, the island, for the first time, awarded its $2.25-million tourist account to an offshore shop, and according to Thompson, inquiries from prospective tourists are up 20% after a three-year decline.

On May 26, the Marketing Agency launched a mixed-media tourism campaign created by Toronto agency Franklin Dallas Advertising.

The tv portion of the campaign features evocative footage of the picturesque isle, playing up its natural beauty and positioning it as a place to go for escape and relaxation.

Thompson says that at the time of the campaign’s launch, he had full confidence in its strategic direction and creative quality.

Still, he admits the results needed to be outstanding to justify his having gone off shore last year in search of an ad agency.

Historically, p