It's still the "gentle island," but P.E.I. tourism officials are calling the 2007 marketing campaign an evolution over last year's launch of the slogan.
People involved in the tourism industrygathered at the Delta hotel in Charlottetown Thursday for the launch of this year's campaign, and the response was upbeat.
"We're going to have a good campaign this year," said Don Cudmore, executive director of the Tourism Industry Association of Prince Edward Island.
"The TV spots that we see, the 10-second and 30-second spots, both French and English, are really pertinent to what our product is. It shows Prince Edward Island off as a great destination for people to visit on vacation."
The campaign was designed by Grey Worldwide, which is in the second year of a three-year contract to promote P.E.I.
Grey Worldwide president John Clinton saidthe company has been doing market research in Quebec and Ontario to ensure the campaign is hitting the right buttons.
"I don't really think it's a different direction. I think the direction has evolved," Clinton said.
"It's important to show the gentle part but it's also really important to show the rejuvenation, because that's how people feel when they come back from a great holiday."
The province has cut its marketing budget, but still hopes to increase tourism.
It's hoping to do more with less partly by narrowing the target audience, focusing on couples over 40 with a household income of $70,000 plus.
"I've been minister long enough to know that there's no magic bullet," Tourism Minister Philip Brown said.
"This is about building our position in the minds of consumers. This campaign will appeal to consumers. We know of people's hurried lifestyle, and this really speaks to lifestyle. We know we have a product, but we have to get in the consumers' minds."
The tourism industry on P.E.I. and around the region has been largely stagnant over the last few years. The hope is this campaign will get into enough people's minds to give the industry a boost.