Tourism PEI and Air Canada Media launch cross-platform tourism campaign to commemorate the 150th Anniversary of the Charlottetown Conference

May 6, 2014

TORONTO, May 6, 2014 /CNW/ – 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

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

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.

About Tourism PEI:

Tourism PEI markets and promotes Prince Edward Island as a premier
vacation destination by supporting the tourism industry and strategic
partnerships. Prince Edward Island is Canada’s smallest and greenest
province. Cradled on the waves of the Gulf of St. Lawrence, PEI is
known for its vivid colours, gently rolling landscape, miles of sandy
beaches and red sandstone cliffs. With 1,100 kilometers of coastline
and the warmest waters north of the Carolinas, PEI has 32 stunning
courses all within a 45 minute drive of each other. The Island’s
world-class culinary reputation is due, in part, to the availability of
an abundance of tasty homegrown ingredients and the freshest seafood
like the Malpeque oyster and Island Blue Mussels.

About Air Canada:

Air Canada is Canada’s largest domestic and international airline
serving more than 180 destinations on five continents. Canada’s flag
carrier is among the 20 largest airlines in the world and in 2013
served more than 35 million customers. Air Canada provides scheduled
passenger service directly to 60 Canadian cities, 49 destinations in
the United States and 72 cities in Europe, the Middle East, Asia,
Australia, the Caribbean, Mexico and South America. Air Canada is a
founding member of Star Alliance, the world’s most comprehensive air
transportation network serving 1,269 airports in 193 countries. Air
Canada is the only international network carrier in North America to
receive a Four-Star ranking according to independent U.K. research firm
Skytrax that ranked Air Canada in a worldwide survey of more than 18
million airline passengers as Best Airline in North America in 2013 for
the fourth consecutive year. For more information, please visit: www.aircanada.com.

About Spafax:

Spafax is a division of tenthavenue, a WPP company. With offices around
the world, Spafax is a leading custom content media agency, and a world
leader in the supply of in-flight entertainment and marketing services.
For more information: spafax.com

Contest: PEIcontest.com

Website: Aircanada.com and Tourism PEI

Twitter: @AirCanada and @GentleIsland

Hashtag: #PEI150

Facebook: TourismPEI


Source: PR Newswire

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