LSTF previous projects
The background to the brand
Drive Less See More (DLSM) is the primary public facing brand developed by Visit Isle of Wight for the Isle of Wight Council (IWC) ‘Sustainable Transport Access to Tourism’ project.
For Isle of Wight tourism industry:
Tourism businesses that can demonstrate their commitment to sustainable travel can incorporate the DLSM logos on their own marketing materials. Read more about how to use the icons and logos here: How to use the Travel Ambassador icons
A secondary brand carried out under the LSTF funding is Bicycle Island. This was a dedicated campaign to promote and develop the Island’s cycle tourism industry and increase the numbers of visitors on bikes.
Bicycle Island page on VIOW website: http://www.visitisleofwight.co.uk/bicycle-island
If you’d like to get involved with Bicycle Island click here
Travel Ambassador Programme
Under the LSTF2 funding a new programme for 2015 / 2016 was developed: The Visit Isle of Wight Travel Ambassador Programme. Travel Ambassadors were appointed to welcome visitors to the Isle of Wight and help offer advice and guidance whilst using sustainable travel. All advice fitted in to 1 or more of the six themes: Walking, Cycling, Rail, Bus, Water and Four Legs.
We encourage tourism business that can demonstrate their commitment to sustainable travel by incorporating the Travel Ambassador ICONS on your own marketing literature. Click here to download the ICONS and toolkit.
How to use the icons: How to use the Travel Ambassador icons
What’s been happening so far?
A number of marketing campaigns have been developed by VIOW to support the LSTF bid targets. These have included:
- Branding and marketing for the LSTF funded coaster Dinosaur bus and promotional materials off island.
- Meridian TV adverts, leaflets and posters on SW Trains network: (+£120K)
- Spring poster and landmark billboard “your next stop “campaign featuring how close the Island is from London on the train: (£39K)
- Adverts in national magazines such as radio Times, Metro, Times Magazine, BBC Countryfile etc. (+£100K)
- Development of Bicycle Island brand for cycle tourism including adverts and promotions e.g. 6 page feature in the Guardians “Cycling Breaks” magazine supplement (£10K) and London tube coving adverts (£26K).
- Development of the Travel Ambassador programme to encourage visitors to arrive on foot.
- Re-opening of the DLSM Visitor Information Centre at The Guildhall, Newport
- Continue to grow sustainable events including: Walking Festival, Cycling Festival, Classic Bus, Beer and Walks weekend
What’s the bigger picture?
The Governments Transport white paper “Creating Growth Cutting Growth established the LSTF and has since then invited local authorities to submit bids to the fund. More details about the governments LSTF can be found here:
The Isle of Wight’s Sustainable Transport Access to Tourism LSTF project has four work streams aimed at improving and promoting the islands Sustainable transport network in order to grow the green tourism market and establish the island is a leading green tourism destination. These are:
- Integrated Transport Hubs – Establishment of strategic transport hubs across the Island.
- Public Transport Information and Support – Delivery of improved information systems such as Real Time Information (RTI) projects. New and enhanced tourism related bus services.
- Walking and Cycling – increasing access and network improvements.
- Marketing and promotion – initiatives to promote the Island’s green tourism offer. This is the stream that Visit Isle of Wight is responsible for delivering.
A summary of the Sustainable Transport Access to Tourism project can be seen here:
How can I get Involved?
Visit Isle of Wight is actively looking for partnerships with tourism businesses to promote the Island’s Drive Less See More offer. It could be simply supporting the campaign by integrating its branding with your promotions or providing match funding to obtain a dedicated marketing budget from Visit Isle of Wight. Please download the logos and icons and utilise them.
Please let us know if you do so we can ensure we add you to our list of sustainable providers and can share your business through our social media channels.
If you would like to discuss in further detail please contact:
LSTF Visitor Project Manager – Visit Isle of Wight Ltd
Isle of Wight
Phone: (01983) 521555 EXT 31
Examples of DLSM marketing partnerships include:
- Southern Vectis (SV) and VIoW engaged Greentraveller one of the country’s leading green holiday websites. The guide featured SV bus services especially the breezer/coaster routes. VIoW DLSM contribution-£2500. http://www.greentraveller.co.uk/green-holidays-isle-wight
- IW CAMRA and the Isle of Wight Bus Museum have developed a Classic bus, beer and walk weekend in October where car free transport between 32 pubs will be available free over the weekend. VIoW DLSM contribution- £2000 n year 1 and £5000 in year 2 for adverts in national magazines: the Ramblers Association “Walk” and CAMRA’s “What Brewing”