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P.E.I. Buzzfeed promotion costs province $82K

Tourism PEI used the popular website Buzzfeed to do some of its marketing this year at a cost of $82,000.

A week ago, three P.E.I.-specific lists popped up on Buzzfeed:

Tourism PEI refused an interview because of the election, but says about two per cent of the overall advertising budget was spent on the articles.

A department spokesperson said it's a good investment that has the potential to reach seven million people, based on viewership of similar Buzzfeed postings.

The department says 70,000 people viewed the articles in the first week.

"People are online more than ever. They look for engaging content and tend to read shorter articles and lists," said the spokesperson in an email.

"We do know when people receive positive messages that pique their curiosity, the likelihood they will vacation here improves."

Robert Jourdain, who owns a B&B in York, and is vice-president of the Tourism Industry Association of P.E.I., said he isn't concerned about the money spent if the initiative fulfills its reach.

"Personally, wow, what a way to get our message out there," said Jourdain.

The comments are proof this innovative way for P.E.I. to get its message out is working, says Jourdain.

"'Can't wait to come back. Oh, I wish I was closer.' You know, those are amazing comments. There was people from California making comments, there was people from Vancouver making comments, there were local people making comments," he said.

Tourism PEI says Buzzfeed will republish the articles one more time as part of the contract, but the lists can be viewed indefinitely.