As Britain slowly start to re-open and the expectation of at least some parts of the hospitality industry re-opening soon, there seems to be a move towards some form of normality.
To prepare for recovery, we needed to ground the Isle of Man in what people are feeling, and identify their functional and emotional needs by looking at adapting the current comms strategy, more specifically thinking about the actions, messages and sentiment as well as helping our followers find a connection.
To get the Isle of Man back in front of their current audience and potential audiences, to remind them they are still here and will be ready to welcome them when it’s all calmed down. In 2017, we launched their three-year campaign to highlight the Island’s distinctive heritage and culture along with the exceptional experience visitors can have, known as The Extraordinary Story. As the original campaign generated fantastic results the client wanted to tap into, so we re-purposed the footage to tap back into and reconnect with the audience to enable future planning.
Re-purposing this footage, we created a series of 15 second social films under four themes, Discovery, Action & Adventure, History & Romance, that not only inspires the audience to dream but captured the heritage, history, romance and adventure of the island. The message has most importantly been updated with a safety message, to say ‘ The Extraordinary Story Will Continue, A New Chapter of Discovery Will Begin Soon’, with the encouragement to bookmark the Isle of Man website so that you can go back and book when the restrictions are lifted.
Since the launch, on the 8th June, we’ve gathered the following results:
Reactions, Comments & Share: 788
Post Clicks: 996
Minutes Viewed: 1,978
Unique Viewers: 7,371
Post Engagement: 788
‘We can’t wait to come across. Should have been over Easter but changed ferry booking to the end of Sept.’
Sarah Corlett Whitehouse
‘Love this special magical island, I’ve so many happy memories.’
‘Can’t wait to come back & visit this beautiful place. If it’s not to be a short break in October it’ll have to be next year.’