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

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 province."

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 destination."

The contest is open to Canadian residents having attained the age of majority in their province. Visit 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:

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:

Website: and Tourism PEI
Twitter:           @AirCanada and @GentleIsland
Hashtag:         #PEI150 
Facebook:      TourismPEI

Image with caption: "Tourism PEI and Air Canada Media launch cross-platform tourism campaign to commemorate the 150th Anniversary of the Charlottetown Conference (CNW Group/Spafax)". Image available at:

SOURCE: Spafax

For further information:

For additional information, visuals or interview requests, please contact:
Courtney MacNeil, Spafax Canada, at or (416) 557-1852

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