activate our island
there’s been a change of plans.
The pandemic continues to have a tremendous impact on our economy. On our Island that depends heavily on our tourism industry, we are feeling the effects. Realizing that travel would not look the same as it did pre-pandemic, Tourism PEI knew they had to act. They engaged Insight Studio to help develop a campaign, targeted toward Islanders, that would be high energy, fun and filled with exciting options for the summer.
We knew that it would be short-sighted to launch a fun, new campaign without considering the emotions of Islanders and tourism operators. We had to understand what was most important to them and design something that would move them to action.
Activate our Island was more than a campaign – it was a rallying cry to inspire Islanders. The first phase focused on validating Islanders’ emotions and reminding them that we need to take care of each other and support our operators – our neighbours. After building trust and support, we worked very closely with local operators to develop an inventory of what would be open and what packages would be available to Islanders.
Using vibrant colours and designs, we built a fun and informative website that spoke directly to Islanders. Taking the campaign online, we engaged and supported local businesses and hosted contests and promotions. We managed media buys, designed and voiced radio ads, and produced television commercials.