With consumers looking closer to home for their holiday choices, 2022 was our chance to claim VisitGuernsey’s position as a unique European and UK alternative, with all the outdoor space and simple pleasures that consumers were craving.
With a traditional heartland of 65+ our core communications job was to diversify VisitGuernsey's audience and bring in a more affluent, younger consumer in order to help Guernsey grow its opportunity and average visitor spend during a cost of living crisis. With a limit on the maximum capacity of accommodation, we also needed to extend the traditional holiday season and attract visitors in the rain and wind too!
Our wellness campaign pushes against the typical spa wellness holiday, and features core scenes including unique venus pools in Lihou, wild swimming at Moulin Huet and breathtaking hikes amongst caves and cliffs in Sark. Our campaign featured local people who were up for jumping into icy cold waters in their bobble hats. Our skies were overcast, our models were real, and their moments authentic.
We updated the VisitGuernsey website to take a more lifestyle and imagery focused approach that could take our audience to curated pages around specific needs, such as romantic getaways, wellness and outdoor activities. This approach helps us bring together product offerings and partners in a more holistic way, and demonstrate the variety on offer on our Islands.
Nobody knows the secret places to visit like the people who live here. So we asked local people to show us their favourite spots. Our feature content includes Swimming with Jayne, Island hopping with Joh, family days with Chris and exploring town with Annette.
In 2022, we published over 840 pieces of social content across our channels as well as 52 blog articles to inspire visitors and help them get the most out of their island experience. From highlighting local eateries, to hidden secluded beaches, we showcase the best our island has to offer through reels, stories and posts. We actively work with influencers and, local creators to help contribute to our always on content delivery.
At a time when other areas of the world were reporting a downturn in visitor numbers, we delivered:
