The Honourable Gerry Byrne, Minister of State for the Atlantic Canada Opportunities Agency (ACOA), today announced the Agency's support for the implementation of the 2002 Strategic Plan of the Northumberland Strait Marketing Group.

The plan is designed to build on the past successes of the Northumberland Strait Marketing Group by further increasing awareness and use of the Northumberland Ferry service between Wood Islands and Caribou, and its link to the two tourism destinations of Eastern Prince Edward Island and Pictou County, Nova Scotia.

"ACOA is committed to working with our partners in this region to develop world-class travel experiences for visitors, with the benefit of creating more jobs and opportunities for Atlantic Canadians," said Minister Byrne. "With a creative focus on encouraging visitors to travel via ferry in order to better explore the rich history, breath-taking landscapes and ever-present sea that characterize both provinces, this plan is destined to capitalize on a variety of strategic opportunities."

Specifically, the plan features increased marketing efforts in Ontario, Quebec and New England as well as strategic product development initiatives aimed at enhancing the visitor's experience on the MV Confederation and MV Holiday Island ferries. These include a refocussing of Embark, the marketing group's lure brochure for the new markets, the launch of on-board programs showcasing crafts of regional artisans as well as story-telling, and the continuation of on-board performances of musicians and acts from regional festivals and events.

"Along with these exciting initiatives, we will continue to build upon our current knowledge of travel trends and visitor profiles through surveys of ferry travellers and visitors who stop at information centres in the area," said John Cormier, President of the Northumberland Strait Marketing Group. "We have seen three years of strong growth in the number of visitors and tourism revenues to Pictou County and Eastern PEI. This new information will help us to further position this region as a leading adult and family vacation destination."

Created in 1997 for the purposes of marketing two regional destinations and the ferry services that join them, the Northumberland Strait Marketing Group is comprised of Northumberland Ferries Limited, Active Communities Inc., the Pictou County Regional Development Commission, the Pictou County Chamber of Commerce and the Pictou County Tourism Association.

"We are pleased to be one of many partners supporting the efforts of the Northumberland Strait Marketing Group," said Rodney MacDonald, Minister of Tourism and Culture in Nova Scotia. "This group's efforts have helped to build Nova Scotia's tourism industry and we look forward to their continued contributions."

"Tourism PEI is pleased to support the activities of the Northumberland Strait Marketing Group," said Greg Deighan, Minister of Tourism for Prince Edward Island. "The efforts of this partnership have been instrumental in attracting travellers to the area to enjoy its natural beauty and the unique travel experience one gains travelling aboard the ferry."

ACOA will contribute $90,000 under its Business Development Program towards the implementation of the $175,000 project. Northumberland Ferries Limited is providing $40,000, with the provinces of Nova Scotia and Prince Edward Island each contributing $20,000. Active Communities Inc. of Montague, PEI and the Pictou County Regional Development Commission are contributing a combined $5,000 to the project.

Peter A.H. Graham
Office of the Hon. Gerry Byrne
(613) 957-9959

Danielle Gauthier
ACOA PEI and Tourism
(902) 566-7569

John Cormier
Northumberland Strait Marketing Group
(902) 626-2539

Kelly Deveaux						
Communications
Nova Scotia Tourism & Culture
(902) 424-4207

Sherry MacDougall
Communications Officer, Tourism PEI
(902) 368-5535