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.
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.
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.