Marketing

2026 Summer campaign:

We’re now halfway through our summer campaign – and the results so far are really encouraging.

Out-of-home advertising has also taken the campaign into the heart of Portsmouth and Southampton, with three high-impact light panel sites reaching audiences who could be on the Island by teatime. The simple message – “33 minutes from this billboard” – brings that proximity to life and reminds potential visitors just how close their next escape could be.

Digital campaign elements:

• 3.5 million+ impressions: Our campaign has already put the Isle of Wight in front of millions of potential visitors across Meta, TikTok and Google.
• 72,000+ clicks: More than 72,000 people have actively engaged with our campaign and clicked through to find out more about the Isle of Wight.
• Nearly 5,000 hours of video watched: Our video activity alone has generated almost 1 million impressions and more than 17.9 million seconds of watch time – equivalent to nearly 5,000 hours of people watching Isle of Wight content.

The campaign is continuing to build momentum, with further activity still to come. We’ll keep optimising the campaign based on what is performing best and use the results to maximise its impact through the remainder of the summer.

This is what collective investment can deliver – putting the Isle of Wight in front of millions of potential visitors and turning awareness into action.

Tripadvisor campaign

Our Tripadvisor campaign ran from June until the end of August.

Overall campaign impact:

The campaign so far has achieved over £72,000 worth of bookings on the island from a £10,000 investment, a full ROI will be available after the 90 day booking window.

Image campaign results:

• Impressions: 370,097
• Clicks: 504
• CTR: 0.14%

Video campaign results:

• Impressions: 344,590
• Clicks: 406
• CTR: 0.12%

PR Activity

Read all of the Visit Isle of Wight PR coverage in this document.

Highlights include:

• The Daily Telegraph: Switch off on a traditional British holiday
• The Times (Saturday) Saunas and beach clubs: the Isle of Wight goes glam
• The Times: I love the Isle of Wight. Here are eight reasons to go now

Google Ads campaigns  *awaiting data*

Search: 

• Impressions –  

• Clicks – 

• CTR –  

Display: 

• Impressions –  

• Clicks –

• CTR – 

Video: 

• Impressions –  

• Clicks – 

Meta ads – Facebook and Instagram 

• Impressions – 110,697 

• Reach – 50,537 

• Average cost per result – 59p 

Social media (organic) –  

Facebook 

• Post impressions – 1,213,380 

• Post engagement – 37,040

• Post reactions – 10,461

• Post video plays – 154,930

Instragram 

• Total views – 858,708 

• Total reach – 80,600 

• Total interactions – 19,026 

• Interaction rate – 25.94% 

TikTok 

• Post impressions – 1,910,000 (inc. paid ads) 

• Post engagement – 1,900 

• Post engagement rate – 0.1% 

visitisleofwight.co.uk website stats 

• Overall sessions – 265,433 

• Active users – 151,292 

VIOW Consumer newsletter 

Includes general newsletter (every other week), paid for partner Solus emails and Solus competition campaigns. 

• Total sends – 222,483

• Open rate – 37.23% 
• Click rate – 0.62% (1,372 total clicks )

Read our latest edition online, and sign up to receive future editions.