Visit Isle of Wight generates £1.8m worth of media coverage
Visit Isle of Wight (VIOW) – the destination management organisation working hard to establish the Isle of Wight as one of the UK’s leading holiday destinations – has been able to generate around £1.8m worth of positive media coverage around the globe since it was launched in November 2012.
During the past year, VIOW has been able to forge strong links with VisitEngland’s press office, with VisitBritain PR Managers world-wide and with some of the UK’s leading travel writers to help promote the Island as one of the nation’s most popular tourist destinations.
VIOW has been able to introduce a wide variety of innovative marketing campaigns during 2013 – from The Year of the Dinosaur and The Festival of the Sea, to Adventure Island and The Isle of Fright. And to complement this marketing activity, the DMO press office has also been providing a range of services to the travel media – from writing and distributing press releases, to hosting 65 regional, national and international press visits, plus another 10 who attended last month’s Isle of Wight Day at Westminster. Reactively, the press office is also on the receiving end of countless enquiries from journalists on deadline, and in need of further information or suggestions for round-ups.
VIOW’s relationship with the VisitEngland press office, meanwhile, has helped to identify new trends and opportunities to promote the very best of the Island to the national and international media.
As a result, the Island is currently generating a steady flow of positive print and broadcast coverage, as well as a significant amount of online exposure.
Some of the highlights for the last year have included the following pieces of coverage:
December 2012 The Sun (Hotel review – The Royal Hotel, Ventnor).
February 2013: The Independent on Sunday (Walk of the Month).
March 2013: MSN Travel (Top 10 round up of amazing places to see in Britain); Express & Star (Easter breaks); Camping & Caravanning magazine (Garlic Festival); La Derniere Heure, Belgium (travel feature).
April 2013: BBC TV South (Daisy Morris, VIOW ambassador).
May 2013: New York Times (Walking with Dinosaurs); Woman magazine (Albert Cottage), Group Leisure magazine (Royal Island).
July 2013: Sunday Express (Dinosaurs, Ventnor Botanic Gardens and Queen Victoria); Chat magazine (family holiday feature); Point de Vue magazine, France (Osborne House); ITV Daybreak (Richard Arnold visit); Yorkshire Press (holiday feature).
August 2013: The Daily Telegraph (4 best British farm stays – Nettlecombe Farm); The Times (Priory Bay/glamping); Men’s Journal USA (Cowes Week).
September 2013: Discover Your History magazine (Festival of the Sea); Global Travel USA (Dimbola Lodge).
October 2013: Country Walking (Speed-dating walk); Town & Country Magazine (walking festival).
November 2013: Sunday Express (Isle of Wight Dinosaurs); Kent Messenger (holiday feature); Britain magazine (A little paradise); BBC South Today (new tourist information point).
David Thornton, the Chief Executive Officer for VIOW said: “Our PR campaign has been far-reaching, focused, and extremely sophisticated. A number of our partners already run very effective PR campaigns, and between us we’re not only putting the Island back on the radar, but also back in the headlines.
“We’ve been very effective in encouraging and hosting press familiarisation trips – with itineraries based on journalists’ requirements and special interests. And we’re very grateful for the support we’ve received from the ferry operators, accommodation providers, attractions, pubs and restaurants during the course of the year.
“Buying advertising space in news media can be very costly, but a travel article – because of its unbiased third party nature and its ability to draw the reader in – can be up to three times more valuable than an ad of the same size.
This fantastic coverage has helped to further increase public awareness and visibility of the Island to the rest of the world. But we can’t stand still and the hunt for great press and PR continues”.
Sue Emmerson, VIOW Press Officer, added: “Social media, press releases, articles and editorial are a superb way to get the word out about the Island and we’d obviously be absolutely be delighted to hear from anyone else out there who thinks they have a new or unusual story to tell, or who would like to be involved with some of our press visits in the future.”
For further information, please contact:
Sue Emmerson, Isle of Wight Press Officer
Tel: 07766 705672
Notes to Editors
October to December: £22,500
January to March: £68,000
April to June: £867,000
July to September: £436,000
International coverage: £248,000
Conservative estimate of on-line coverage: £160,000
Festival of the Sea PR campaign publicity value: £5,000
Visit Isle of Wight Ltd
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