Top News

Millennial tourism market target of Discover Charlottetown video

A screengrab of Discover Charlottetown's promotional video "City Lights," which is targeted at the millennial tourism market.
A screengrab of Discover Charlottetown's promotional video

CHARLOTTETOWN, P.E.I. – Charlottetown’s tourism marketing organization is releasing its 2018 commercials with its sights set on a new demographic: millennials.

Discover Charlottetown worked with local production company Furrow Creative to develop two 30-second video ads and two 15-second ads for its campaign.

The ads employ storytelling, local music and compelling visuals to showcase Charlottetown’s many facets.
“We’re really excited with the high calibre of our commercial ads and are ready to shake things up a bit and showcase the city in a different light, to a new demographic of travellers,” said Heidi Zinn, Discover Charlottetown’s executive director.
One of the four ads, called “City Lights,” is targeted directly at millennials, highlighting the Charlottetown’s night life, food, culture and lifestyle.

(Article continues below video) 

Discover Charlottetown staff worked closely with Furrow Creative to create a set of videos that would reflect the city’s character and capture the attention of viewers. Incorporating local music was important, given the role the Island’s music scene has played in enhancing the city’s cultural character.

The final videos each feature local musicians, including the millennial ad, which features composer Mark Skinner (Lonely Kid) and Joshua Carter on vocals.
“We love getting behind local projects, showing off the locations and lifestyle that we get to enjoy here year-round,” said Craig Harris of Furrow Creative. “Altogether we shot in over 20 locations and we could have easily shot 20 more.”

Discover Charlottetown has focused some of its efforts in recent years on marketing to the younger, social-media savvy demographic of millennials, but the production of this video marks a first in terms of committing advertising dollars to this market.

The videos will be released in the coming weeks, and will be broadcast in select geographic markets across Canada with specific emphasis on the Maritimes and in Ontario.

Recent Stories