The professional ice hockey league, National Hockey League (NHL) has announced a multi-year partnership with Tourism Prince Edward Island (PEI).
Following this North American partnership, Tourism Prince Edward Island has been named the official travel destination partner of the NHL.
The new collaboration gives Tourism Prince Edward Island a slew of marketing materials and exclusive designations that will link the brand to the NHL and its fans via the league’s extensive marketing, digital, and social media platforms.
Prince Edward Island will receive TV exposure during major NHL events using Digitally Enhanced Dasherboards, the league’s cutting-edge method for dynamic dasherboard advertising. The cooperation will additionally bring a league business gathering to PEI, which will be addressed by league partners, employees, and invited guests.
As part of the agreement, Tourism Prince Edward Island’s brand also got promoted via different promotional activations during the Boston Bruins vs Tampa Bay Lightning game in Boston, which is an important marketplace for Prince Edward Island tourism.
During the 2024 NHL All-Star Weekend in Toronto, NHL fans had the privilege to stroll through Tourism Prince Edward Island’s All-Star Clubhouse at the 2024 Hyundai NHL Fan Fair, where they experienced captivating Tourism PEI on-site activation, branded Digitally Enhanced Dasherboards, and in-arena signage.
The Honourable Cory Deagle, Minister of Fisheries, Tourism, Sport and Culture, said, “When our Island’s tourism industry was provided this opportunity, Tourism Prince Edward Island and the Government of Prince Edward Island recognized how huge this partnership could be. The NHL is a trusted organization with massive reach – having millions of loyal NHL viewers seeing PEI on their screens has exciting potential and the brand association with the NHL is a natural fit for our province. This collaboration not only strengthens our position as a premier tourism destination but also presents us with a platform to engage with the NHL’s global fan base as Prince Edward Island looks to grow and strengthen our tourism brand.”
Corryn Clemence, CEO of the Tourism Industry Association of Prince Edward Island (TIAPEI), commented, “This new partnership between Tourism Prince Edward Island and the National Hockey League not only underscores our collective visionary approach of growing tourism on the Island, but also promises to fortify and elevate our brand as a must visit destination. As the Tourism Industry Association, we celebrate this monumental achievement and anticipate the positive impact this collaboration will have on showcasing the unparalleled beauty of Prince Edward Island to a global audience.”
Keith Wachtel, NHL Chief Business Officer & Senior Executive Vice President, said, “Through our partnership, we look forward to showcasing all of the best Prince Edward Island has to offer to our passionate fans. Prince Edward Island has a great history with the NHL as 35 Players from PEI have played in the League, and we are excited to highlight what an incredible tourist destination Prince Edward Island is.”