Anne of Green Gables movie could be tourism windfall for P.E.I.

The government of P.E.I. is spending more than $100,000 on a partnership with the production company behind the movie, Lucy Maud Montgomery's Anne of Green Gables that will air on the YTV network.

• Anne of Green Gables TV movie trailer offers fans a glimpse of what's to come

As a "presenting sponsor," the partnership involves promotion leading up to the Feb. 15 premiere of the movie as well as advertising during the show. 

According to a statement from Corus Entertainment, which owns YTV, there are "sponsor billboards, custom travel vignettes and a contest created in partnership with Corus. Tourism Prince Edward Island will also be featured in YTV's Big Fun Movies leading up to the broadcast premiere." 

Brenda Gallant, director of marketing for Tourism PEI says as soon as they found out about the movie, the province wanted to know more about how to capitalize on promotion of the Island. 

"There's a lot of TV spots, there's an online component, and there's the integration into 'Big Fun Movies,' as well as the contest, so in total it was approximately $135,000 to $140,000. Which in our view, I mean if anyone is working in the marketing field, when you're buying marketing TV spots it's very expensive," said Gallant.

She says working with Corus, which owns YTV, is a good partnership, with "plenty of coverage leading up to and during the show. So we feel like we really did get some tremendous value for the money spent."

Gallant says the promotion will reach out to the family market across the country and Tourism PEI will be able to measure activity on its website leading up to, and during, the show. 

Gallant says she hopes this kind of marketing will plant a seed for viewers to consider P.E.I. for their next vacation.