- 70% of visitors to Guernsey are from the UK – however, few of the British public are aware of the beautiful island and even fewer are considering visiting for a short break or longer holiday.
- The aims of the multi-media campaign were to raise awareness of Guernsey, drive traffic to the Visit Guernsey website and ultimately increase consideration and number of visitors.
The release of wartime drama The Guernsey Literary & Potato Peel Pie Society in April 2018 provided a perfect contextual fit for the tourism board to drive awareness and consideration in cinema - the most impactful AV medium. -Cinema played an integral role as part of the multi-media campaign - Visit Guernsey bought a Silver Spot package in the film, profiling efficiently for the board’s ABC1 45+ target audience. Campaign activity also ran across TV, Press, Digital and OOH.