Prince Edward Island was back on television this week as a couple from The Bachelor Canada made a romantic visit to the province.
The appearance was part of a swing through the Maritimes for the show. Each of the three provinces featured in the episode had to pay $20,000 for production costs.
Appearing on TV is a marketing strategy that goes back several years for Tourism PEI, starting with The Big Break golf program and reaching a high point with a remote broadcast of Live! with Regis and Kelly.
"It's part of our marketing strategy to focus on the broad spectrum marketing concept of just trying to identify Prince Edward Island, that it's a location and that it exists," said Tourism Minister Rob Henderson.
"We don't necessarily expect direct bookings to come immediately from that, but certainly provides some market awareness."
On this week's episode, bachelor Brad Smith took contestant Whitney lobster fishing in Malpeque Bay and then to Ravenglass Cottage in Sea View.
Henderson said the show was well worth the money.
"I thought Prince Edward Island looked absolutely stunning. I mean just fabulous, and intrigue if a person that was thinking of coming to Prince Edward Island," he said.
Henderson said the Tourism PEI website has already seen a 21 per cent boost in visits this week.