Activate Our Island Advertising Campaign

Activate Our Island Advertising Campaign

Activate Our Island Advertising Campaign is an innovative tourism-focused marketing initiative developed in response to the COVID-19 pandemic's impact on Prince Edward Island's tourism sector in 2020. The campaign represents a strategic pivot in destination marketing, specifically designed to engage local residents and encourage domestic exploration during a period of restricted international travel. Distinguished by its vintage-inspired design elements, the campaign's visual identity centers around a distinctive primary logo that draws inspiration from classic camp badges, effectively evoking a sense of adventure and exploration. The design employs a carefully curated color palette that juxtaposes bright, warm tones with darker cool colors to create a high-energy, summery aesthetic that resonates with the campaign's motivational objectives. A notable feature of the campaign is its sophisticated interpretation of lighthouse imagery, elevating this traditional maritime symbol beyond conventional tourism tropes. Launched in August 2020 after a development period beginning in June of the same year, the campaign demonstrates excellence in strategic communication design, earning recognition with an Iron A' Design Award in the Advertising, Marketing and Communication Design category in 2021. The project, executed in Charlottetown, Canada, showcases innovative approaches to crisis response in destination marketing, effectively addressing the urgent need to sustain local tourism operators during unprecedented circumstances while encouraging community engagement with local attractions and experiences.

tourism marketing, destination branding, pandemic response, local tourism promotion, vintage-inspired design, lighthouse symbolism

— Adam Dawson

CITATION : "Adam Dawson. 'Activate Our Island Advertising Campaign.' Design+Encyclopedia. https://design-encyclopedia.com/?E=437307 (Accessed on June 03, 2025)"