Isle of Wight ferry company celebrates Festival Island with summer long campaign
27th May 2014. Wightlink Ferries, a leading ferry company between the mainland and the Isle of Wight, is today launching its first ever campaign targeted at promoting the huge array of festivals which take part on the Island over the summer (and beyond). The campaign, which will focus on social and traditional media, is working under the banner #wightlive. It is launching just ahead of the Island’s first major music festival of the summer, The Isle of Wight Festival, which runs 12-15 June 2014.
Wightlink Ferries will be promoting the #wightlive campaign throughout the summer, encouraging Facebook and Twitter fans visiting the Island, and any cultural or sporting event, to share their experiences using the hashtag. Wightlink is also asking the Destination Management Organisation, Visit Isle of Wight, and the festival organisers themselves to spread the #wightlive word. There will be a dedicated #wightlive page on the website with festival and tourism information, and the branding will also be on board the ferries and in the terminals.
Although promoting all cultural activities on the Island, #wightlive will focus on six key festivals in particular:
Isle of Wight Festival – 12-15 June
Isle of Wight Festival of the Sea – 16-23 June
V-Dub Island – 14-18 August
The Garlic Festival – 16-17 August
Bestival – 4-7 September
Isle of Wight Cycling Festival – 13-28 September
Wightlink is a key sponsor of all these festivals, but the #wightlive campaign this year will enable Wightlink to take its sponsorship to another level.
Alongside the promotion of the hashtag, Wightlink will be running a summer long photo-sharing competition which will invite travellers and festival goers to “take centre stage” on the Isle of Wight this summer. Wightlink is producing a Polaroid-style frame, featuring a festival crowd in silhouette form, which will enable users to frame their pictures and themselves (as modelled by Jools and Mel C). The frame will be available as a downloadable app from a dedicated #wightlive landing page on Wighlink Ferries website – www.wightlive.co.uk.
Wightlink will encourage users to upload their pictures to Twitter, Facebook and Instagram, and to share them using #wightlive. Pictures will also be featured on Wightlink’s own website. Everyone who posts a picture to Wightlink’s Facebook page, or tags them on Twitter or Instagram AND uses the #wightlive hashtag will automatically be entered into a competition.
There will be six “Festival #wightlive Winners” each of whom will win trips to the Isle of Wight courtesy of Wightlink.
There will also be one “Grand Festival #wightlive Winner” who will win an “Access Festivals Pass” – including travel – to the six spotlight Festivals on the Island for Summer 2015. The winner will be announced after the Cycling Festival, in early October 2014.
Wightlink will also be providing key bloggers and press with the Polaroid-frames, asking them to use them at the Festivals, and share amongst their own networks.
“This is the most comprehensive campaign we have ever run to promote the Festival Season,” comments Mark Persad, Head of Marketing for Wightlink Ferries. “It is the first time we have really joined up social media, traditional media and what is happening on the Island in this way, and we are already overwhelmed by the excitement and support we are receiving from the Island and Festival organisers. Wightlink is committed to supporting the cultural activities of the Island, we are already a key part of Island life, as we proudly state, and our #wightlive campaign is a continuation of this.”
“Bestival’s home is the Isle of Wight,” continues Rob da Bank, founder and face of Bestival. “The Island is such a unique place to live and work and has a huge festival heritage. Throw in the 360 degree beach action, some rising stars in the restaurant scene and a sunshine micro climate – where better to go than here? We always make sure that we put as much back into the Island as we can, so we’re chuffed to be part of #wightlive: helping make the Isle of Wight one of the best places to visit and live.”
“The Isle of Wight provides visitors with a superb range of over 50 festivals, each with a unique character that reflects Island life. These include the large music festivals, The Garlic Festival, Yarmouth Old Gaffers and recently established festivals like the Festival of the Sea in June and Isle of Fright in October,” ends David Thornton, CEO Visit Isle of Wight.
“The Island also plays host to a star-studded cast of literary and artistic talent and this is reflected in an eclectic programme of cultural festivals and year-round carnivals. We feel we have really come to earn our title of “Festival Island”. #wightlive is the perfect mechanism to share all the incredible things happening here this summer (and beyond), and we hope to see as many visitors as possible getting involved on their social networks and sharing their “centre stage” images with Wightlink.”
For more information about Wightlink Ferries, please contact:
Sophy Norris 01392 248 934 firstname.lastname@example.org
Belinda Hallworth 0207 886 8456 email@example.com
Zoe Blah 0207 886 8451 firstname.lastname@example.org