It is running paid campaigns with the airline, including a month-long ‘sale’ across its whole network and channels, and a bespoke ‘City Breaks’ campaign with a Mail Metro media partnership, with a media plan including editorial, video, premium display across Daily Mail, Metro and i-Paper and bespoke emailers, and partnering with the airline and the airport on a competition.
Heathrow began promoting the new Guernsey route in March, sharing content about the islands across its social channels, travel blog, which has an audience of 500,000, and a solus newsletter to its database.
It is also running a competition in partnership with the airport and the airline that would go out to those on their loyalty programme.
Visit Guernsey said this was an excellent ways to increase its database.
The first inbound flight will land in Guernsey just before 1pm on Sunday and, as with any new carrier or route, Guernsey Ports will be providing a special welcome, including entertainment in the terminal and welcome gifts for those on board.
The flight will also carry a Daily Mirror journalist who will expect to write several stories from the trip, with another travel journalist leaving the island on the return flight.
Visit Guernsey attended BA’s ‘Partnerships Day’ earlier this year and later will attend a UK Trade event, bringing together more than 150 senior delegates from key agencies, offering the chance to connect with a highly engaged and expert trade audience.
‘We look forward to continuing to forge close working relationships with both British Airways and Heathrow, alongside the collaborative partnerships we have with all our carriers and major stakeholders,’ said a Visit Guernsey spokesman.
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