2023 Main Campaign
Building and learning on the success of 2022. The general tone is to continue using authenticity and highlight the variety of things to do for a more youthful audience.
Push against old fashioned perceptions to present The Islands of Guernsey as a place where unique memories are formed - showcasing unique settings, locations and people. Using authenticity to make a connection. The campaign is an all year flexible approach that allows us to show a variety of scenes and locations, capturing quirk and authenticity to truly deliver #ThatIslandFeeling.
Building on areas that have worked for us in 2022, we are delivering our campaign across digital, print, TV, and Out of Home throughout the year. Larger format and disruptive media has been proven to be effective working alongside digital activity.
There are three spikes across the year - January to help inspire travel and give us share of voice amongst other holiday planning, to begin our summer campaign, in April with continual support across the summer months, plus an additional spike in September to boost shoulder month activity.
Main TV Campaign
The main TV campaign for 2023 launches on 1 March. We will receive a minimum of 597,372 impressions (views) and a 5.4 frequency per household, which is the number of times, on average, each household will see our ad. Here's the key info you need to know:
Airing: 1 March - 31 March, and again on 1 June - 1 July.
Locations: South West of England, Bath, Bournemouth, Bristol, Dorchester, Exeter, Plymouth, Portsmouth, Southampton, Salisbury, Taunton and Torquay. View a map version here.
Duration: 30 seconds
Channel breakdown: With Sky AdSmart different ads can be shown to different households watching the same programme. This means we can advertise on national channels, but to relevant audiences. We are targeting:
- Affluent baby boomers who like to travel and explore
- Millennials with no kids, but with money and an interest in the outdoors