TIAPEI News & Awards

Through its ongoing partnership with the NHL, Tourism PEI was introduced to representatives from Tim Hortons, another prominent NHL partner. Over the past several months, the two organizations have worked collaboratively to identify opportunities that would mutually enhance brand visibility and engagement. This partnership has not only created a meaningful connection between two iconic Canadian brands but has also laid the groundwork for innovative promotional efforts reaching audiences nationwide.

One of the key initiatives stemming from this collaboration is Tim Hortons’ popular Hockey Challenge, a free in-app game that ran throughout the NHL Regular Season. With over 800,000 participants, the game allowed users to pick three NHL players each day in hopes of earning Tims Rewards Points based on the players’ goal-scoring performance. The excitement continues into the postseason with the Hockey Challenge Playoff Edition, offering a special incentive: the participant with the most correct picks during the NHL Playoffs will win a VIP trip for two to Prince Edward Island. The winner will choose from a selection of curated itineraries that highlight PEI’s signature experiences and locally crafted products.

This campaign represents a significant branding opportunity for Tourism PEI, aligning the province with Tim Hortons—a household name with massive national reach. PEI will be prominently featured across multiple platforms including in-store displays, drive-thru signage, the Tim Hortons app, social media, email marketing, and even national broadcasts on Sportsnet. With hundreds of millions of potential impressions, this partnership reinforces PEI’s position as a premier Canadian travel destination.