PEI Teams Up with the NHL to Score Big with Canadian Travellers

A Natural Hat Trick: PEI Teams Up with the NHL to Score Big with Canadian Travellers

Tourism Prince Edward Island has launched a new national campaign designed to inspire travel to the Island by tapping into Canada’s deep connection to hockey. Leveraging PEI’s partnership as the Official Travel Destination of the National Hockey League, the campaign positions the Island as the place where hockey fans come to play — blending the spirit of the game with the rejuvenating experience of a PEI getaway.

The campaign follows two record-breaking tourism years for the province and comes as Prince Edward Island continues to lead the country in tourism growth. In 2025, the Island welcomed 1.87 million non-resident visitors, a 10% increase over 2024, while visitor spending rose 12.4% — well above the national average of 4.4%.

Developed by Arrivals + Departures, the campaign features three 15-second video spots supported by a national media rollout across broadcast, digital, and high-impact out-of-home placements in key Canadian markets. The creative playfully connects iconic Island moments with hockey imagery — from a lighthouse that becomes a goal light to a sunrise celebrated with an airhorn.

Timed to coincide with the height of hockey season, the campaign appears during major sports broadcasts on Rogers Sportsnet, CBC, TSN, and TVA in Quebec, including NHL playoff coverage. Bold out-of-home placements further extend the campaign in high-traffic urban locations such as Toronto’s Union Station, Edmonton’s Ice District, Calgary’s downtown pathway network, and Montréal near the Bell Centre.

Creative was led by Arrivals + Departures, with media strategy and buying managed by Arrivals + Departures Media. Production was led by Confound Films.