The transfer follows the province’s announcement of a three-step transition plan to ease most COVID-19 restrictions by April 7.

The marketing campaign has already been in place for the P.E.I. market, however will increase to the remainder of the area on Monday — the identical week a four-day isolation requirement can be eliminated for absolutely vaccinated guests to the Island.

“There is a feeling of aid that we’re lastly attending to the purpose the place it should be set to journey once more,” mentioned Brenda Gallant, advertising director for Tourism P.E.I.

“For the tourism business — I am positive many really feel the identical manner — there’s an anticipation, an pleasure that the 2022 season can be significantly better than what we have seen within the final couple of years.”

‘Extraordinarily aggressive’

Gallant mentioned the marketing campaign will contain radio and TV spots in addition to adverts on web sites and social media. Winter advertising prices will run slightly below $500,000.

She mentioned the pandemic panorama has made issues “extraordinarily aggressive” for the business.

“Tourism has been hit onerous by COVID and, consequently, all the locations have been vying for consideration and actually making an attempt to showcase what it’s that we now have to supply,” Gallant mentioned. 

“What I really feel is excellent about this time of 12 months is many individuals are actually on the lookout for that getaway. So we’re working very onerous to get them to look to Prince Edward Island as their place for a getaway.”

Extra particulars for a tourism marketing campaign for the essential months between Might and October can be launched in a couple of weeks. Gallant mentioned will probably be “aggressive,” given the competitors.

Some adverts for that marketing campaign are already working nationally to make the most of the Winter Olympics in Beijing.