In addition to the main campaign running throughout the year, and capitalising on the short booking pattern we continue to see in this recovery period, we added an additional targeted digital campaign to specifically encourage people to book for a summer break.

This included cross track advertising, running from Monday 4th - Sunday 17th July, with billboards at 20 central London locations:

1. BANK - NORTHERN LINE PLATFORM 4 NORTHBOUND
2. BANK - CENTRAL LINE PLATFORM 5 WESTBOUND
3. BANK - WATERLOO & CITY LINE PLATFORM 8 (TERMINUS)
4. BOND STREET - CENTRAL LINE PLATFORM 1 WESTBOUND
5. BOND STREET - CENTRAL LINE PLATFORM 2 EASTBOUND
6. BOND STREET - JUBILEE LINE PLATFORM 4 SOUTHBOUND
7. COVENT GARDEN - PICCADILLY LINE PLATFORM 2 EASTBOUND
8. COVENT GARDEN - PICCADILLY LINE PLATFORM 2 EASTBOUND
9. GREEN PARK - VICTORIA LINE PLATFORM 3 NORTHBOUND
10. HOLBORN - CENTRAL LINE PLATFORM 1 WESTBOUND
11. HOLBORN - CENTRAL LINE PLATFORM 2 EASTBOUND
12. HOLBORN - CENTRAL LINE PLATFORM 2 EASTBOUND
13. KNIGHTSBRIDGE - PICCADILLY LINE PLATFORM 1 EASTBOUND
14. LEICESTER SQUARE - PICCADILLY LINE PLATFORM 2 EASTBOUND
15. LEICESTER SQUARE - NORTHERN LINE PLATFORM 3 SOUTHBOUND
16. LEICESTER SQUARE - NORTHERN LINE PLATFORM 4 NORTHBOUND
17. OXFORD CIRCUS - BAKERLOO LINE PLATFORM 3 SOUTHBOUND
18. OXFORD CIRCUS - VICTORIA LINE PLATFORM 6 NORTHBOUND
19. TOTTENHAM COURT ROAD - NORTHERN LINE PLATFORM 3 NORTHBOUND
20. WESTMINSTER - JUBILEE LINE PLATFORM 4 WESTBOUND

For each of these there was specific copy and links encouraging people to find out more:

For families

Adventure awaits in the outdoor playground that is The Islands of Guernsey. From getting out on the water on a boat, kayak or surfboard to hiking the cliff paths and taking in spectacular views, there is fun to be had for everyone. Fly or take the car for an easy getaway this summer. #ThatIslandFeeling

https://www.visitguernsey.com/experiences/family-friendly/

For Multi-generational groups

Get the whole family together in just under an hour. From al fresco dining, to long days on the beach and learning new activities together, The Islands of Guernsey can help families reconnect this summer. Fly or take the car for an easy getaway. #ThatIslandFeeling

https://www.visitguernsey.com/

For those looking for wellness breaks

In just an hour, you can feel free in the Islands of Guernsey. With secluded beaches and pristine waters, make Guernsey your much needed break this summer. #ThatIslandFeeling

https://www.visitguernsey.com/experiences/wellness/

For those looking for wellness breaks (younger audience)

In just an hour, you can feel free in the Islands of Guernsey. From wild swimming to cycling in the sunshine, hiking in nature to grounding on a beach walk, wellness activities form an organic part of island life. It’s in our nature. Just a few days enjoying a slower pace on our islands with all they have to offer and you’ll be sure to take #ThatIslandFeeling home with you.

https://www.visitguernsey.com/experiences/wellness/

Bringing your car

As easy as a staycation. Our ferry routes make it easy for you, the kids and the dogs to take a holiday this summer. In just over 3 hours you can be island hopping, swimming and exploring our islands. #ThatIslandFeeling

https://www.visitguernsey.com/