During 2022, we have taken a collaborative approach to working with the carriers to ensure our campaigns go further to a relevant and engaged audience.

To date this year, we have been running the following joint marketing campaigns.

Aurigny

UK Radio Activity

• April: Joint radio campaign in the UK around key airports (as below), to drive more bookings in the lead up to summer season. Ran for 4 weeks in total (2 wks from 18 April/2 wks from 18 May).
• Gatwick/London circa 40% Budget (Smooth London, so from almost Milton Keynes in North, to Surrey in South, Reading to West and Southend to East)
• Southampton 15% (inc Bournemouth, New Forest, Portsmouth areas)
• Manchester 15%
• Birmingham 10%
• Exeter 10%
• Bristol 10% (inc Bath)

UK Out Of Home (OOH) ads

• Across 57 sites, regional to Aurigny’s catchments, in Waitrose and Tesco. The ads are 6 seconds long and we will be running 2 variations in rotation. Each panel will be personalised with the geographic location, using the nearest airport name in the sub-copy.
• Watch the ads here:
  OOH Campaign - Lihou
  OOH Campaign - Marble Bay
  
  

Ireland Activity

Support and joint promotion (ongoing) of the new Dublin route:

• Consumer • Dublin Airport advertising (in both terminals)
• Dublin travel trade promotion
• Radio campaigns on FM 104 & 98fm
• Shopping centre advertising
• Bus advertising
• Digital and social advertising

Trade

• End of March: Two separate group trips for Irish Tour Operators/Travel Agents and Press (Irish Independent; Irish Daily Mail; Irish Times; Sunday Independent; Irish Examiner; Irish Herald)
• Travel agents booked on the first flight visiting for an educational
• Dublin Trade Reach Out collaborative activities with Aurigny
• Liaising with the Irish Travel Trade Network and the Irish Travel Agents Association
• Sponsored and presented the Travel Agent of the year at the ITTN awards in December 2021

ITTN Content Schedule

• Marketing campaign with ITTN which commenced on September 2021 and continued until April 2022
• Supplier of the week 1 post daily in their newsletter “Today’s News” and 3 x social media posts – we featured in September, December and will be in March 22
• Dedicated Newsletter to their database in October 21, January 22 and scheduled for April 22.
• Trade competition on website to win a visit
• Supplier of the Week - 13th September 2021
• Supplier of the Week - 6th December 2021 
• Awards

PR - Press Releases

• Flight announcement release
• Launch of new Walking app - we’re preparing this and will create a separate tailored release for Irish media with details of the launch flight – to issue next week
• All relevant future press releases will be tailored for Irish / Northern Irish market with the route as the call to action

Condor Ferries

VisitGuernsey has been working closely with Condor Ferries on a number of joint campaigns during the course of 2022.

For a UK audience:

Two main joint campaigns to date for this year.

• April/May campaign: Digital, TV, radio and digital video on demand (BVOD) – you can see the results of this here
• June campaign: Digital, TV, radio and digital video on demand (BVOD).

The aim of this campaign is to:

• Create destination interest (VisitGuernsey) and brand awareness (Condor Ferries)
• Inspire potential customers to consider Guernsey as a holiday this summer
• Generate interest now to benefit early summer and peak periods

The core region covers those in the regions up to 3 hour drive time, as well as expanding out into those regions that are 3 hours +, to targeted postcodes of people who match Condor’s previous customer demographics. 

For a French audience:

• May/June campaign: radio campaign to support and promote the new Cherbourg Guernsey route.
• The target: CSP+ customers with passport living in Normandy
• Ferry offer 3 nights stay minimum : One way from 98€ car + 2 adults