Live! From PEI!
Reading the news this morning, I noticed the VOCM question of the day — “Do you agree with ACOA contributing $200,000 to attract the show ‘Live! With Regis and Kelly’ to Prince Edward Island?”
Sadly, but not surprisingly, 60% of respondents felt this was a waste of taxpayers’ dollars.
As a proud member of the roughly 30% (some 10% undecided), I believe this was a truly unique and exciting way for islanders to promote their province, given that the goal of this ACOA funding was to raise PEI’s tourism profile in the eyes of others. It is ACOA’s mandate to fund opportunities for Atlantic Provinces to broaden their international appeal — mission accomplished.
Monday’s “Live! With Regis and Kelly” was the most watched episode ever in the history of the show. Almost one million people tuned in; they normally average half a million viewers per day. As well, PEI found themselves in the top ten in Google searches in the US. I can only imagine how many unique visitors reached out to the PEI tourism website. Regis and Kelly not only raised PEI’s profile, I imagine they brought out the spirit of Islanders all over. Ask the best media planners in the country, they’ll tell you that this kind of international exposure and word-of-mouth cannot be bought, especially for $200,000.
Not every province has the fortune of a remarkable tourism campaign like we do here in Newfoundland and Labrador. I commend the province of PEI for thinking outside the box, and I applaud ACOA for acting unbureaucratically and making it happen. $200,000 well spent.
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[...] This post was mentioned on Twitter by Geri, The Idea Factory. The Idea Factory said: 60% of taxpayers feel that bringing Regis and Kelly to PEI was a waste of money. Here’s an argument for the minority: http://bit.ly/afM2L6 [...]
200 Grand from Acoa? Think about it… how many jobs will this show bring to PEI. I visited PEI about a dozen times over the years, from the late 70’s up until 2 years ago… to say that Tourism was suffering is an understatement.. best 200 grand investment the government could make…. now will they do a show from St. John’s? or better still… Cape Spear?
Totally agree with you on the wisdom of the money from ACOA. Being involved with Festival 500, Sharing the Voices, our biennial International Choral Festival, I can tell you for a fact and from our research, ACOA, provincial and city government money invested in this way returns more dollars to the province and to the local economy than the total amount invested. And for out next Festival 500 (July 6-13, 2011) we have top notch choirs and small vocal ensembles coming to St. John’s from 10 countries on 5 continents and this is expected to be our most exciting Festival yet.
I think this is an excellent investment. The visibility provided delivered a very high return on investment. Yesterday, it was noted that tourism numbers for Canada are down 2%, so we have to think of different ways to present ourselves to tourists.
Let’s also not forget, As recently as 2008, American tourists enjoyed as much as a 25 percent added-value on their currency when they visited Canada; today, that’s moving between 4% and 7%, and trending lower. For that tourist, as well the European and British tourists, who have seen the C$ appreciate against their currencies, we are going to have to work harder and smarter to attract them.
Great idea. Sets a good example. How much better could we do and be if we steped outside of the norm.
Nice work PEI !
It was medium risk, and paid off big time from an exposure point of view.
Trick will be to measure the follow through short, medium impact.
Thanks gang for the feedback – we will be monitoring this and trying to see if there is some ‘kick and stick’ to the Regis and Kelly experiment and not just a ‘one week wonder’….we will report back with a Part 2 Blog – thanks for the additional insights folks…
KC and BH
I was at a wonder when I heard about ACOA paying to have a American show brought to Canada for 200 grand but after reading this Blog I can’t say anything bad about it and realizing the benifits something like that does bring a lot of money to the area. As small business I do see extra income in my pocket from things like this that are brought to St John’s.
As a resident of PEI, I was one of the 60%, and was against “Live with Regis and Kelly” coming to PEI, because it cost our “Provincial” Government $800 Thousand. I thought about all the things that money could have been better spent on…Health care, Education. Even though the tickets were free for the show, I refused to apply, based on principle. Interestingly enough, only 30% of thickets went to Islanders. The rest went to CFA’s,from all over Canada and yes, even the States. Most of those ticket holders required accommadations, etc, etc. By day #2 PEI was #2 in Google searches in the States. I was told that it cost $60,000.00 for a 30 second ad on the show, so when you consider how well PEI was showcased and the exposure it was given and the money that was spent here, the cost was priceless. In the short term, it exceeded expectations. It was money well spent! It can only be hoped that it continues to be a success in the long term. Only time will tell. I’ve been reformed! And hats off to our Provincial Government!! Well done!!
I thought from the start getting Regis & Kelly to do a show from PEI was brilliant. GREAT exposure to a tourist market south of the border, and great to build up local pride, too, I am sure. Kudos.