Shoulder Month Campaign
Wellness and Niche
Shoulder Month Campaigns
The shoulder season is the period between the high summer and the winter holidays - the traditionally slower, low season. Well-seasoned travellers know that the shoulder months can be a great alternative for visiting their destination of choice, due to the milder weather conditions and off peak prices. We're extending the seasons with our marketing - pushing out the shoulder month campaigns, to tempt guests to visit at this time of year,
Alongside publications we regularly feature in (The Telegraph, BBC Good Food etc) we are trialling new publications to get in front of the new younger target audiences, including Heat, GQ and Esquire.
Combined with the print, social media and digital display advertising, we have some exciting digital partnerships with Conde Nast and the Evening Standard, opening up our wellness and outdoor offering in particular to a new and relevant audience.
National Advertising - Print
- GQ - Happy Hour, On The Rocks Ad
- Esquire - Happy Hour, On The Rocks Ad
- Ramblers - Ramble on and on Ad
- BBC Wildlife Magazine - We Ramble On Ad
- BBC Gardeners World - Spa Never Closes Ad
- BBC Gardeners World - Pool's open 24h Ad
- BBC Good Food - Spa Never Closes Ad
- BBC Good Food - Pool's open 24h Ad
- Delicious Magazine - Spa Never Closes Ad




Niches
As part of the 2022 VisitGuernsey strategy, we have identified a number of niche markets that transcend our traditional audience segmentation, and connect through clear targeting opportunities.
By focusing on niches, we can be clearer with our targeting approaches, and work with partners to create more meaningful engagement and content that will create a clear connection between audience and niche activity / type.
This research document is intended to identify niche behaviour and consumer demand. Niches give us the opportunity to build interest across the year, in addition to main tourism offering.
- Wellness (Outdoor Activities, Hiking, Wild Swimming, Paddle boarding)
- Birdwatching (Wildlife Tourism)
- Fishing
- Weddings
- LGBTQ+
- Corporate Retreats
Full Wellness and Niche Audience Research 2022
National Advertising - Print
- BBC GARDENERS WORLD - Wellness Spa Execution
- BBC GOOD FOOD - Wellness Spa Execution
- SAT TELEGRAPH TRAVEL SUPP - Main Campaign Summer Kids Execution
- DELICIOUS MAGAZINE - Wellness Spa Execution