The traditionally strong holiday booking period of Christmas and New Year will see the Isle of Wight receive a marketing boost.
Visit Isle of Wight will launch with a variety of marketing mechanisms to attract visitors to the Island in 2024, including Sky Adsmart TV advertising, Google display network, online advertising, social media adverts, and a new way of marketing using mobile technology.
Sky Rise
Called Sky Rise, the advertising is displayed on ‘out of home’ billboards, relying on the mobile signal from the device of someone nearby and part of the target market, to trigger the advert. This will be seen in adverts across the London Underground, railway stations, supermarkets, shopping malls, bus shelters, and by the roadside, as well as digital display ads across the Sky Rise online network.
Alongside this, Visit Isle of Wight will run digital audio across the Sky Rise network with bespoke adverts tailored for target audiences.
Twixmas marketing campaign
The Twixmas marketing campaign, which runs between 26th December and 31st January, will focus on promoting 2024 breaks to the Isle of Wight, targeting primarily families and empty nesters (over 50s).
The multi-layered campaign will see marketing in the South West, including Bath and Bristol, South Wales, along the M62 corridor including Liverpool and Leeds, and across the south including Bournemouth, Oxford, Guildford, South London and Worthing.
‘Destination dupes’
Exploring the trend of ‘destination dupes’ (where one location could be easily mistaken for another), phrases such as ‘Forget the South of France’, and ‘Forget Italian Palaces’ show Ventnor and Osborne House as very real alternatives to other, more recognised destinations.
The creative is bold, bright and fun, and highlights just some aspects of the beauty of the Island, while challenging perceptions of UK’s favourite holiday isle.
Collins: Every scene is a testament to the natural beauty and diverse offerings
Marketing Manager Lou Collins says,
“I am excited to launch our Twixmas marketing campaign. There are many layers to the campaign itself and I am thrilled to unveil our brand new 2024 promotional video for the Island.
“This video is more than just imagery on a screen; it’s an immersive experience crafted to inspire and excite. We wanted to paint a vivid picture of what awaits our visitors in 2024, whilst having a bit of fun doing it with by comparing it to parts of the world that would require a passport to get to!
“From the rolling hills to our beautiful beaches, every scene in the video is a testament to the natural beauty and diverse offerings of the Isle of Wight. Whether you’re seeking thrilling outdoor adventures or serene moments of relaxation, our Island has it all!”
Watch the promotional video via Visit Isle of Wight’s YouTube channel.
News shared by Simon on behalf of Visit Isle of Wight. Ed
