Key Markets

‘…the Isle of Man is one of the world’s best kept secrets…This has to change. We need to make people more aware of our strengths…In the future…we will more readily celebrate our successes and unique character…Our competitors are building up their brands. It makes sense for us to do the same and to do it now.’

The Department of Tourism and Leisure’s ‘Seven Key Markets’ encompass the best of what the Isle of Man can offer visitors and residents. Coast, Culture, Motorsport, Railways, Nature, Film, Conferences

Each Key Market has a unique visual identity that will help the tourism industry promote the Isle of Man in a cohesive but inspiring way.

Categorising the Island’s attractions into seven key markets:

• gives a clear focus to market the specific product
• reduces duplication of marketing and promotion
• enables more efficient and effective target marketing
• makes planning a holiday easier for visitors with specialist interests

Examples

In March 2007 the Department produced a series of Attractions Leaflets, each one dedicated to a specific Key Market. Pulling together attractions and activities with a common theme is an efficient and visually appealing way to show visitors exactly what the Isle of Man has to offer.

The new Isle of Man Welcome Centre which officially opened in May 2007, reflects the Seven Key Market concept throughout. For visitors who have a particular interest, it is now even easier for them to plan their holiday experience.

In July 2007 we dedicated the homepage on www.visitisleofman.com to Coast. This was in anticipation of the extra visitors with a particular interest in coastal activities and attractions, who would be attracted to the website by the Manx Whale & Dolphin Watch Online Diary. The homepage featured everything from the Raad ny Foillan to The Nautical Museum to The Ayres Visitor Centre.

In the near future an inspirational Brand Guidelines publication will be unveiled, which the Department hopes will encourage the tourism industry to use the Key Market visual identities in their own promotional material.

In the meantime, if you are interested in using the Key Market imagery please contact kim.kneen@gov.im