Visit Isle of Man has launched the second iteration in its three-year tourism campaign aimed at encouraging people to experience the full breadth of the Island?s offering.
The ?Isle of Man ? The Extraordinary Story? campaign was created to showcase the best of the Island, and what makes it so special, from the activities and attractions to the distinctive heritage and culture. The second phase of the campaign focuses on celebrating the Islanders who make it such an enriching place to visit.
The campaign focuses on six interest groups that have been identified as relevant to the three major audience profiles highlighted in the Destination Management Plan.
The centrepiece of the campaign is a 90-second film, produced by Vivid with the support of a host of island-based creatives. The voiceover was narrated by island resident, John Rhys Davies, whose work is familiar from his TV and film work - in particular, the ?Lord of The Rings? trilogy.
Angela Byrne, head of the island's tourism organisation, said: ?In year one of the campaign, we wanted to showcase the Island and highlight its unique assets, from breath-taking landscapes to its rich history and culture. Now it?s time to meet our Islanders - our greatest assets, who bring our Island to life and make it a compelling destination to visit and return.
?The campaign fully supports our tourism strategy which outlines key actions for the Isle of Man tourism sector until the end of 2020. By focusing on the fantastic variety of attractions and experiences on offer, this phase of the campaign aims to show that the Island has something for everyone to enjoy, whether they?re a Discoverer, Explorer, Artisan, Believer, Mover or Adventurer ? or somewhere in between.
?Adopting this new interest-led approach to our marketing also enables us to be more strategic and move away from the more traditional form of targeting based on age. Although we have segmented our target markets in order to understand our visitors, we can now reach all our audiences with a similar approach and tailored messages relating to our six interest groups.?
The full 90-second film and supporting assets can be viewed at https://www.visitisleofman.com/extraordinarystory
