The agency said the brand refresh ‘reflects the islands today – confident, calm and quietly distinctive’.
The promotional plan for next year has been finalised, using some new advertising channels to reach key audience segments, and started on Boxing Day across multiple digital channels.
‘Building brand awareness and driving potential visitors to the Visit Guernsey website remains a top priority, as this helps us refer them to accommodation providers’ websites, and we know how important it is to use a diverse mix of channels to achieve this,’ Visit Guernsey said.
The plans include two bursts of TV advertising scheduled on Sky AdSmart in February and April, which it expects to reach an audience of approximately 2.14m. people.
Watch Visit Guernsey’s new brand video
Alongside TV, it also intends to continue to leverage digital platforms such as Facebook and Instagram, Google Display, YouTube, Google Paid Search, and Pinterest. All campaigns are designed to target people living within a 35-mile radius of departure points across the UK, St Malo, and Paris and Jersey.
Digital screen advertising in railway stations, supermarkets and at bus stops will run in two bursts across April/May and July and there remains a strong element of print advertising in the package.
‘Print remains a key part of our strategy, running from January through to October. While print is harder to measure in terms of direct conversions, we value its reach and impact, especially in titles like The Times, BBC Good Food, Country File, Heat, GQ, and Conde Nast Traveller, which collectively reach hundreds of thousands of readers,’ Visit Guernsey said.
And for the first time it is adding TikTok, LinkedIn, Reddit, and Acast podcasts into its advertising mix.
Visit Guernsey said that the brand refresh was ‘shaped by our islands’ and included ‘pacing, language and restraint which mirrors what people come here for – space, simplicity and a genuine sense of escape’ and draws from the landscape, culture and tides.
It will also launch its new trade and media-facing website in January, looking to support the needs of the travel trade and media.
The local agency will be alongside Visit Jersey for a joint ‘Visit the Channel Islands’ stand at ITB, Europe’s largest travel trade show, in Berlin from 3-5 March.
States hosts the world’s largest cruise company for talks on future links
Local politicians and civil servants have discussed the future of the island’s cruise ship industry with senior people from Carnival UK.
The company is part of Carnival Corporation, the world’s largest cruise company, which has eight brands and runs more than 100 ships.
Visit Guernsey said that the meeting represented ‘a significant opportunity’ for the island.
The Carnival team met Deputies Sasha Kazantseva-Miller and Lee Van Katwyk alongside senior officers from Guernsey Ports, Visit Guernsey, Policy & Resources, Economic Development, Environment & Infrastructure, and the Guernsey Development Agency.
Meetings discussed opportunities to strengthen collaboration in the future.
Visit Guernsey said: ‘We remain open to conversations with all cruise lines, stakeholders, and businesses to identify opportunities and work together to develop Guernsey’s cruise industry.’
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