Visit Isle of Wight pre Easter campaign hits the rails (in a good way!)

If you find yourself travelling to or from London by train, you might spot some familiar locations as you travel.

Visit Isle of Wight has started its pre-Easter campaign aimed at encouraging visitors to the Island this April and beyond. The campaign is, paid for by Wight BID levy payers and voluntary contributors to Visit Isle of Wight

Coupling stunning images with relevant messages, posters advertising the Isle of Wight can be found at train stations en route to London, at Waterloo underground station and on London Underground trains.

The main thrust of this year’s campaign is to encourage people to ‘Discover the Isle of Wight for…’ a variety of reasons – including exploration, captivating history, walking and cycling and as an easily accessible destination where memories are made. The campaign is aimed at inspiring different audiences to visit the UK’s favourite holiday Island.

The ‘Discover the Isle of Wight for…’ marketing concept first made an appearance during the Twixmas period of 2018-2019, in the form of a postcard delivered to over 340 thousand homes, posters at South Western Railway stations and via a digital campaign.  Using a striking image of Freshwater Bay, the campaign challenged perceptions of the Isle of Wight.

The new campaign includes digital marketing (paid social media, e-newsletters and website advertising) and posters at train stations and on London Underground carriages, further increasing awareness of the Isle of Wight as a holiday destination for everyone.

Abi Fox, Brand Manager at Visit Isle of Wight said:

‘We are delighted with the success of the ‘The Discover the Isle of Wight for…’ campaign so far this year. The Twixmas campaign resulted in a 30% increase in visits to our website over the same period. ‘The pre-Easter campaign is designed to attract commuters and users of the busy London stations, showing them an idyllic holiday destination, just a short journey away.’

Abi Fox, Brand Manager, Visit Isle of Wight