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"The January 2005 Media Event that you and your team produced helped us bring the project to life and added significant momentum to our fundraising campaign."

R. Murray Clarke
Chief Administrative Officer
Town of Bracebridge

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Internet Branding and Web Content Development - City of Summerside, PEI

Challenge:
The City of Summerside, on Prince Edward Island, wanted to rebrand itself as an international tourist destination and market 42 new lifestyle vacation packages.

Close to 70 per cent of people are planning their vacation experience on the Internet as their first tool of preference. Marketing Breakthroughs suggested an online vacation packaging website be created to present the restaurants, cultural attractions and outdoor activities in one easy-to-buy internet experience.

Solution:
Marketing Breakthroughs helped the City of Summerside rebrand itself as a “fun, affordable” seaside resort that offered families and couples many lifestyle experiences in an easy-to-buy package format. We developed an engaging, user-friendly, interactive web site that reinforced this message by allowing tourists access over 42 vacation packages from a variety of tourism partners across the entire West Island of PEI. With just a few clicks of the mouse, users are put in direct contact with hotel operators, attractions, restaurants, theatres and other cultural venues. This initiative is the first of its kind in Prince Edward Island, and the third to ever appear in Canada.

Marketing Breakthroughs chose a memorable domain name that suggested Summerside was THE place to go to get vacation information about PEI. To increase the website’s popularity, Marketing Breakthroughs researched the brand name – Play and Stay PEI – to help Summerside increase its positioning on leading search engines.

Marketing Breakthroughs worked closely with the City of Summerside and the partners on the project to search engine optimize the site to enhance visitor traffic. We are designed a conventional advertising campaign and viral marketing plan to spread the word about the website.

Results:
Marketing Breakthroughs helped the City of Summerside attract more tourists by making their planning process entertaining, informative and easy. The web site has attracted thousands of new visitors since its launch at the end of May 2006.

Marketing Breakthroughs also helped the City forge new partnerships with the Canadian Tourism Commission and the Tourism Industry Association of Prince Edward Island.

As the web portal continues to grow over the long term, www.PlayandStayPEI.com will bring Summerside’s tourism products to the world. This should have an impact as far away as Germany and Japan in helping lure tourists to the web site and to Prince Edward Island.

PlayandStay PEI Rotating Home Page 2

PlayandStay PEI Rotating Home Page 3

PlayandStay PEI Copywriting Sample


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