Marketing

Great British Chefs Campaign

The campaign saw a mix of an online article, online banner ads, socials reels, SOULS Newsletter and inclusion in other newsletters, and a competition.

• Link to the online article: https://www.greatbritishchefs.com/features/isle-of-wight-food-drink-guide
• Link to the reel: https://www.instagram.com/p/DZM9wdkull7/
• Link to competition post on Facebook: https://www.facebook.com/620378946791109/posts/1467812148714447

The campaign delivered 987,540 impressions across all channels and delivered above benchmark engagement rates across social media (4.6%), online feature (80%) and mailing (24% open rate).

The competition received 11,492 entries – their top-performing competition so far this year!

Here are some examples of the campaign creatives:

Tripadvisor campaign

Our Tripadvisor campaign officially started on the 6 June and will run until the end of August.

The campaign is targeting users from England & Wales, who are looking at hotels, restaurants, attractions & things  to do within the UK on Tripadvisor.

Specifically targeting families and couples interested in beaches, sightseeing, adventure, nature, golf, watersports and all that Isle of Wight has to offer.

Directing those users back to the Isle of Wight destination page on Tripadvisor where they can learn more about the
Island and plan their trip.

Image campaign results for June:

• Impressions: 101,813
• Clicks: 141
• CTR: 0.14%

Video campaign results for June:

• Impressions: 94,703
• Clicks: 126
• CTR: 0.13%

That’s Life magazine – Competition

In June VIOW coordinated a three-night holiday competition to stay with travel and attractions included. 

The competition received 14,462 entries – well above their average number of entries!

PR Activity

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

Google Ads campaigns 

Search: 

• Impressions – 33,772 

• Clicks – 5,130 

• CTR – 15.19% 

Display: 

• Impressions – 2,385,839 

• Clicks – 132,645 

• CTR – 5.56% 

Video: 

• Impressions – 99,285 

• Clicks – 110 

Meta ads – Facebook and Instagram 

• Impressions – 197,533 

• Reach – 89,812 

• Average cost per result – 62p 

Social media (organic) –  

Facebook 

• Post impressions – 1,200,550 

• Post engagement – 32,993 

• Post reactions – 10,649 

• Post video plays – 244,748 

Instragram 

• Total views – 808,809 

• Total reach – 71,800 

• Total interactions – 18,320 

• Interaction rate – 30.77% 

TikTok 

• Post impressions – 6,600 

• Post engagement – 1,900 

• Post engagement rate – 0.28% 

visitisleofwight.co.uk website stats 

• Overall sessions – 179,261 

• Active users – 111,362 

VIOW Consumer newsletter 

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

• Total sends – 311,961 

• Open rate – 37.6% 

• Click rate – 0.45% (1,413 total clicks ) 

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