The Letterman segment did two things extremely effectively. First, it associated Prince Edward Island with seafood. Second, it associated PEI seafood with high end New York City restaurants. It also reinforced that Regis Philbin doesn't like shellfish, but that is a fairly inconsequential fact in the grand scheme of things. The fact that Regis Philbin doesn't like mussels will not change the fact that I (and likely many others in the audience) do. Those in the audience that do enjoy seafood will have made note that PEI's is of extremely high quality.
Time and industry surveys will tell whether this attempt at promotion was more or less effective than the alternatives, but if the justification for the expense was to promote PEI seafood, then this segment was unquestionably a success, regardless of Mr. Philbin's obviously exaggerated reaction.

In light of this 'oops' on the part of the Ghizvernment, I wonder, does Regis hate potatoes too? Do we know all of his peeves...those that could end up backfiring in the face of PEI Tourism and subsequently broadcast all over North America four days running? Likely not. Those won't get discovered until it's curtain time...aka, too late. 

It all adds up to a million bucks that could have been better spent elsewhere. Should everything not be perfect, this event may actually cause more damage than benefit. Did anyone ever think of the impact of let's say...lousy weather, or bugs, a low-tide stench, or maybe that unmistakable and often lingering aroma from the 'soup wagons' on the fields around the City, or, God-forbit, that damn sewage treatment plant at the foot of the bridge. Those are the sorts of things that might get Regis' bloomers in a knot during a show. A seemingly harmless comment about any of those might not be so harmless afterall.

By the way, didn't this government abandon television advertising this year? How does the daytime television show, Regis and Kelly, fit into that strategy? Or is this fiasco made possible in lieu of TV advertising?