Outpost379

Prince Edward Island

The Small Island with Big Ambitions

Case #6
Issue
Prince Edward Island wanted to grow its economy, attract investment, and sell the Island to the world. However, there was no clear or concise way to talk about what the Island has to offer.
Insight
We did research on and off the Island with key stakeholders including government ministries, industry sector leaders, entrepreneurs, education, immigration and youth audiences. We uncovered one simple truth about Prince Edward Island. The land and the people have conspired to create a culture of impressive strength relative to its small size.
Idea
We packaged this truth under one simple idea. “When you are this small you need to be mighty”. Overnight Prince Edward Island became “The Mighty Island.” It has received endorsement from the Premier to fishermen and young entrepreneurs. It has informed the communication platform both on and off the Island. And has become the “branding” idea for the entire Island.