Visit Isle of Wight autumn/winter marketing campaign goes live

Isle of Wight tourism businesses can now download the first set of social media images aimed at promoting the Island in the so-called ‘shoulder season’ of October to April/May.

The theme of the campaign is ‘Say Yes to…’, highlighting the fantastic range of activities and reasons to visit the Isle of Wight during the season.

It comes as the latest visitor statistics to the Island’s top destination website, VisitIsleOfWight.co.uk,  show that more people were looking at the website in August than any other year* since records began in 2015.

More than 226 000 users recorded over 315 000 sessions on the website featuring Island tourism businesses and Wight BID levy payers who are entitled to a free web page on the site.

As well as attractions, accommodation providers and hospitality venues, visitors can discover the many different ways to enjoy the Isle of Wight, from walking to cycling, food, history and more.

Much of the success of the website can be attributed to the strong marketing campaigns that Visit Isle of Wight runs throughout the year, giving Wight BID levy payers the opportunity to join in.

Marketing Manager Lou Collins says the autumn/winter marketing campaign is full of positives:

‘Saying yes is a very positive message, and something we haven’t been able to confidently say for the past two years, as they have have been full of uncertainty and challenges.

‘There is nothing quite like a trip to the Isle of Wight, nothing quite like the feeling of being amazed and surprised – which is what this campaign is focused around. Marrying images and phrases together that people do not associate with the Island to spark that feeling of the unexpected and the spontaneous feeling of ‘let’s say yes to an Isle of Wight adventure’. The campaign will promote and highlight what makes the Island special during the months of autumn and winter.’

Visit Isle of Wight is backing this campaign with marketing material that reflects this message in a number of high-profile publications, including The Guardian, Sainsburys Magazine online, BBC Countryfile and Family Traveller to name but a few.

Alongside the autumn/winter campaign, new blog posts on the Island’s most visited destination website VisitIsleOfWight.co.uk are highlighting different aspects of the Isle of the Wight to the seasonal visitor.

Lou explains how the Island tourism industry can benefit by using the Visit Isle of Wight images:

‘In a collaborative effort, it will allow us to sing off the same hymn sheet and promote the Island as ‘one’ voice. Autumn and winter does not mean the end of adventure or days out. We all want to inspire people to explore and uncover what makes our Island so special.

‘The campaign creative is strong, positive and powerful and I love the idea that they are all open to interpretation. Saying yes to adventure or breathtaking moments will mean something different for everyone. We have created graphics with the campaign strapline as an overlay, allowing businesses to use their own imagery instead of the ones we have used, but it will still adopt the same branding.

‘This campaign will spark imagination, curiosity and wonder with the audiences. It will inspire new and returning visitors to escape for a short or long break to enjoy the sights, sounds and tastes of the Island, because after all, you do not have to go far from home, to feel far from home.’

Isle of Wight tourism businesses who are part of the Wight BID or are Voluntary Contributors can download the autumn/winter campaign images from today.

(*with the exception of 2021 when international travel was advised against)

Autumn/winter social media assets: https://visitwightpro.com/2022/08/30/social-media-assets-for-autumn-winter/

Blog posts: https://www.visitisleofwight.co.uk/blog

How to become a voluntary contributor: https://visitwightpro.com/voluntary-marketing-contributors/

Wight BID Levy payers and Voluntary contributors can claim their free web page on the Visit Isle of Wight website by emailing jill@visitwight.org