Tag Archives: island for all seasons

VISIT ISLE OF WIGHT DISTRIBUTES HOLIDAY GUIDE TO TEMPT WINTER TOURISTS

Visit Isle of Wight (VIOW) has taken steps to attract more winter visitors to the Island with the distribution of its latest Shades of Wight brochure – a luxury lifestyle publication which challenges the perceptions of holidaying on the Island, emphasising it as a year-round escape with many “Shades of Wight” to explore.

Filled with 20 pages of some of the Island’s finest hotels, bed and breakfasts and self-catering accommodation, the brochure features a range of inspirational themes and distinctive quality experiences which invite the reader to make a break and explore this Island for all seasons.

During Christmas, 8,000 Shades of Wight brochures will be distributed to three specific demographics across Hampshire and Dorset as well as to hundreds more people who have requested via the Visit Isle of Wight website.

A letter which accompanies the brochure informs readers “You’ll find the perfect place to unwind, whether that’s at a fabulous hotel or vintage airstream, in a smart resort or secluded bay. This is England’s garden isle where there’s plenty to do in the great outdoors… and even more indoors, from touring a sumptuous palace to dining at a restaurant serving five star cuisine”.

Also included in the package are some exclusive offers for discount ferry travel from Southampton Portsmouth and Lymington. These deals are for foot passengers and promote a ‘Drive Less, See More’ trip – a campaign currently running to encourage more people to travel to and around the Island without the use of a car.

Other tempting offers include 50% off cycle hire with back-up services like bag transfer and a range of 2-night accommodation packages.

David Thornton, CEO, Visit Isle of Wight, said: “We want to spread the message that winter is the ideal time of the year to escape and enjoy a few tranquil days on the Island.

“As well as highlighting our stunning coastline, blue flag beaches and heritage attractions there are features on events, towns and villages, cycling and walking routes. We hope this will entice people to people to visit and enjoy one of the many shades of Wight.”

The brochure also explains how to reach the Island, and full details are now featured online at http://www.visitisleofwight.co.uk/shades-of-wight.

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For further information, please contact: Sue Emmerson, Press Officer, Tel: 01983 201048, 07766 705672, E-mail: sue@visitwight.org

Notes to Editors:
The attached image taken at the launch of the Shades of Wight marketing campaign at Westminster on 17th October 2014 shows (L to R) Lady Penny Cobham, Chairman of VisitEngland, Cllr Ian Stephens, Leader of the IW Council and David Thornton, CEO of Visit Isle of Wight.

During Christmas, 8,000 Shades of Wight brochures will be distributed to three specific demographics across Hampshire and Dorset as well as to hundreds more to people who have requested it from the Visit Isle of Wight website.

The three demographics are (A) People who live in the most sought-after neighbourhoods (B) Professionals in successful careers and (E) Active retirees.

Visit Isle of Wight
Working in partnership with Visit England, Visit Isle of Wight Ltd (VIOW) is responsible for developing tourism and attracting more visitors to the Isle of Wight. As well as the consumer website (www.visitisleofwight.co.uk) the DMO also operates a small industry website containing recent research and tourism news along with links to Visit England reports and opportunities: www.visitwight.org

MAJOR NEW MARKETING CAMPAIGN FOR VISIT ISLE OF WIGHT

Visit Isle of Wight (VIOW) – the Destination Management Organisation tasked with attracting more visitors to the Isle of Wight – has announced significant investment in a major new marketing campaign aimed at driving pre-season visitor numbers.

The spring campaign, which highlights the Island’s appeal as an out of season destination, will also showcase its range of new products, including Acoustic Isle (13 to 23 March, http://www.visitisleofwight.co.uk/events/acoustic-isle) a brand new music event which will build over the next three years to provide consumers with an excuse to visit the Isle of Wight and turn a trip into a full-blown musical holiday.

VIOW, the Isle of Wight Council and its industry partners is investing £175,000 (total fund £210,000) into a new 3-month marketing campaign, launching this month (February 2014). In addition to consumer press and radio advertising, the campaign is also supported by a £45,000 media partnership with VisitEngland (VE) focusing on what England is most loved for including the English Seaside and the English Countryside.

The VE themed campaigns which start this month will run on the radio, in newspaper supplements and via social media and PR.   A series of holiday supplements and competitions with themes from ‘Rural Escapes’ to the ‘Great Outdoors’ will appear in The Independent, The Telegraph, Time Out, the London Evening Standard, Woman & Home, Essentials and Chat – and help drive traffic to VIOW’s award-winning website which sees up to 100,000 unique visitors a month.

Tourism officials also hope to attract thousands of new visitors from the Greater London area with an advertising blitz on the London Underground which will see posters plastered all over stations at Victoria and Waterloo as well as high visibility coving panels sporting the message “Close your eyes and you’re almost there…the perfect weekend escape, less than 2 hours from London”.

In addition, the first phase of a two-year Shades of Wight campaign created by VIOW has started with a high-end brochure which will be promoted in press ads in The Radio Times, Hampshire Life and Stylist magazine.   The campaign aimed at AB1’s (couples and groups of friends) seeks to challenge perceptions of holidaying on the Isle of Wight by featuring the unique, distinctive quality experiences the Island has to offer throughout the year, with special attention given to the spring and autumn periods.

VIOW is constantly developing new ways to attract out of season visitors to the Isle of Wight and is currently developing and marketing a new campaign for 2014, Acoustic Isle.   From chap-hop to jazz, classical and folk, the Acoustic Isle festivities kick off on 13 March, featuring hundreds of intimate performances in Island pubs, bars, cafés and restaurants.

This March, a succession of national and regional radio and newspaper ads will invite people to “Unplug, take a break and re-connect with nature’s soundtrack on the Isle of Wight”, while 40,000 copies of a newspaper-style gig guide will be distributed off-Island and will also be available at cross-Solent terminals as well as pubs, hotels and Island tourist information points.

David Thornton, Chief Executive, VIOW, says “We saw good growth in the late spring and summer last year, and whilst visitor numbers have been challenged by the poor weather over the winter, we have still performed far better than the mainland seaside resorts.

“This latest campaign push has been slightly delayed whilst we waited for the dreadful weather to subside, but now it’s great to see the Isle of Wight message appearing in the national press and across the London Underground network.”

Following discussions with VIOW, South West Trains has announced that it is extending its Winter Smiles campaign – a £10 day return train ticket offer from London to Southampton, Portsmouth and Southsea – from Monday 24 February until Sunday 16 March 2014.  More details about the offer can be found at www.southwesttrains.co.uk/wintersmiles

For all tourist information on the Isle of Wight, visit www.visitisleofwight.co.uk.

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For further information, please contact:   Sue Emmerson, Isle of Wight Press Officer, Tel: 07766 705672, E-mail: sue@visitwight.co.uk

Notes to editors:

  • Attached – copy of the advertisement running on the London Underground (2000 tube panel posters) from Monday 24th February for two weeks.  Station footfall at London Victoria is 3.163m/2wks (69% ABC1), Waterloo:  station footfall 3.235m/2wks (67% ABC1).
  • Attached – copy of Acoustic Isle advertisement.  The event will be promoted in national, regional and local media channels and on TV screens on board Isle of Wight ferries.  The target audience for the campaign lives between Hampshire and London, loves the countryside and its pubs, the coast and its waterside inns, and likes to treat themselves to short breaks when they can relax, unwind and spend quality time together.
  • Working in partnership with Visit England, Visit Isle of Wight Ltd (VIOW) is responsible for developing tourism and attracting more visitors to the Isle of Wight.   As well as the consumer website (VisitIsleofWight.co.uk) the DMO also operates a small industry website containing recent research and tourism news along with links to Visit England reports and opportunities: www.visitwight.org
  • VisitIsleofWight.co.uk is now the Isle of Wight’s Number One Holiday website.  The consumer website, www.visitIsleofWight.co.uk was launched in February 2013. Visitor traffic during July 2013 was 73% higher than the old Islandbreaks site for the same time last year.  During August 2013, the website hit an all-time record with 107,000 unique visitors in one month and in December 2013 recorded a 271% increase in traffic compared with the same month in 2012.