P.E.I.'s red dirt roads now have their own playlist
Tourism PEI markets scenic heritage drives and local musicians as a 'charming' package
You can download playlists to cheer you up, to energize you, to keep you company on a walk — and for every mood in between.
Now, there's a playlist for exploring P.E.I.'s red dirt roads.
It's the latest marketing idea from Tourism PEI, which this week launched the list of 17 tuneful, upbeat songs by Island artists, including Tim Chaisson, Ashley Condon, Paper Lions and Vishten.
Combine it with some Island music, you got yourself a magical moment there.— Brenda Gallant, Tourism PEI
"Our subscribers love to hear about sort of the local things to do on the weekend, and locals love our heritage roads," said Alyssa Johnston, a writer for Tourism PEI's website, social media and marketing campaigns.
Johnston also knew travellers like millennials love technology, so she came up with the idea of a playlist for those fall drives.
"We have so many Island artists that would be perfect to listen to while you're driving down the heritage roads of P.E.I.," she said.
Tourism picked songs that either mention the Island's soil — like the title song from Jessica Gallant's recently-released debut album Red Dirt Road — or ones that are calming "Sunday drive kind of songs," Johnston said.
The playlist can be found on the app Spotify — you can use it for free, or buy a subscription which then eliminates advertising.
A boost for musicians
Johnston said the playlist is also a way to promote local musicians — as well as local sights.
"A lot of them are singing about how much they love P.E.I.," said Johnston.
"So I think it's a nice way for them to share that with people that they might not be able to reach otherwise."
Spotify pays royalties, so artists will directly benefit, Johnston said.
Tourism PEI has been searching for new, inexpensive ways to reach visitors — this summer, for instance, it encouraged tourists to "get social" and share their Island photos on social media.
"Because we don't have the large budgets, we have to be creative and we have to try to find ways to capture attention that might not be as expensive as going out and doing a huge media buy," said Brenda Gallant, director of marketing with Tourism PEI.
'Romantic feeling'
According to Tourism PEI's website, there are officially 11 designated heritage roads, as well as several other scenic roads that are not designated.
The province began designating scenic heritage roads in 1987. No one can alter the trees or shrubbery along them without permission — all to provide travellers "with an opportunity to travel on a road that reflects the ambiance and scenery of yesteryear."
"It's almost like a romantic feeling, because so many of them have the trees that touch overtop and create this arch," said Gallant.
"Lots of photos being taken on those heritage roads. Combine it with some Island music, you got yourself a magical moment there."
"There's something very charming about them," added Johnston.
More playlists to come
The newsletter announcing the playlist was emailed to about 200,000 subscribers worldwide, and many of them were interested enough to click on it — exciting Tourism PEI enough to consider creating more playlists.
"Maybe something for people walking around the city, maybe a small towns playlist as well," said Johnston. "We're working on it."
To find this playlist, search Spotify for Tourism Prince Edward Island and click on Fall Drives. In just a few days, 64 people have discovered the playlist.
"[We're] at the cusp of something new here," said Gallant.
Farmers still use the roads, so travellers are advised to stay alert for slow-moving vehicles this harvest season.
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