The new tourism campaign aimed at encouraging people to visit the Isle of Man is continuing and May’s promotional activity incorporates TV advertising and additional digital and social media advertising.
‘Isle of Man – The Extraordinary Story’ launched in April and was created to showcase the very best of the Island, helping to promote its distinctive culture and heritage and its wide array of attractions and outdoor activities. The campaign features a 90-second film and this is to be used as the basis for a series of 22 x 30 second TV adverts over the coming weeks on ITV Granada and Border networks, as well as the All4 On Demand service. The full 90 second film will be shown on Tuesday 29 May during one of the ad breaks for the ‘Britain’s Got Talent’ show.
Rob Callister MHK, the Department for Enterprise Member responsible for Tourism and Motorsport said:
‘We have been really encouraged by the feedback to the campaign and the TV advertising should provide an additional significant boost by broadcasting the wonderful short film into millions of homes into the North West and helping potential visitors decide that the Isle of Man is the ideal destination for their holiday or short break.
‘The PR campaign also continues apace and last weekend the Island featured in a very positive article in the Daily Star following a visit from one of their journalists. We have a strong pipeline of press visits lined up so can expect more positive coverage throughout the year.
‘The new Visit Isle of Man executive agency will play the key role in determining the future promotion of the Isle of Man as a visitor destination and we are currently in the process of finalising the agency’s board members ahead of the first meeting in June.’
Ranald Caldwell, Chair, Visit Isle of Man said:
‘The new campaign delivers on the key actions laid out in Visit Isle of Man’s current strategy, the Destination Management Plan, and the Programme for Government which proposes strengthening the links between tourism, culture and heritage.
‘While we await data on passenger numbers, other metrics have been encouraging following the first month post launch.
‘The website www.visitisleofman.com continues to be the focal point of our promotional efforts and 90,000 visitors to the site in April represented a 53% year on year increase. The importance of social media in driving traffic to our website was evidenced by a 357% increase in Facebook referrals, a 145% increase in Twitter referrals and 171% increase in Instagram referrals.’
‘We will continue to monitor the effectiveness of the campaign and adapt our promotional strategy accordingly but we remain committed to targeting the four key audience profiles highlighted in the Isle of Man’s Destination Management Plan.’