Visit Isle of Wight Marketing Panel

The Visit Isle of Wight Marketing Panel is made up of levy payers representing the various sectors of the visitor economy on the Island. Membership is open to any Wight BID levy payer organisation. The group meets once a month between January and May, then once in July and September, and then monthly again from October until December. Meetings normally take place on the second Wednesday of every month and last just over three hours. Much of the communication is carried out in-between meetings by email (when feedback is sought on new opportunities or ideas).

Who are the current Marketing Panel members? (Chair: Jonathan Green)

Kathryn Wilson National Trust Attractions & Accommodation
Sue Fetton Vectis Holiday Homes Accommodation
Honor Stacey Island Cottage Holidays Accommodation
Tom Madge Red Funnel Transport
Cherry Sanders Appuldurcombe Holiday parks
Loretta Lale Hovertravel Transport
Louise Neville Wightlink Transport
Oli Whitehurst Tapnell Farm Attractions
 Jack Whitewood Ventnor Exchange  Events
Mark Curtis Wight Locations Accommodation
 Alan Bridges  IW Council  Attractions
Hellen Cunningham Vintage Vacations Accommodation
 Rachael Hardiman Needles Landmark Attractions
John Allen Bermuda House Accommodation
Bryn Jones English Heritage Attractions
Peter Vale IOW Steam Railway Attractions
Nikki Honer Go South Coast / Southern Vectis Transport
Paul Gill Enterprise Inns Cafes and Pubs
Michelle Russell Blackgang and Robin Hill Attractions
Paul Judge The Leconfield Accommodation
Cath Ouston Ventnor Botanic Gardens Attractions
Sally Beston The Snowdon / SHAA Accommodation
Laura Prior Norton Grange Holiday parks
Dave Groocock St Maur Hotel Accommodation
Dave Woodward Keats Cottage Accommodation
Steve Walpole Media targetting Consultant

In addition to levy payer membership, the CEO of Visit Isle of Wight has the authority to “co-opt” additional members to the panel for set periods of time. Typically these co-opted members will join the panel during a particular project and bring additional expertise, sometimes from outside the visitor economy. For example: a digital marketing exec from the banking sector may join the panel to help develop a specific campaign about CRM (customer relationship marketing) because of their extensive expertise in the subject.

Members do not receive any remuneration, and are expected to contribute ideas and expertise for the benefit of the Island as a whole.

The purpose of the Marketing Panel: 

a) Assist the VIOW operational team in creating a compelling and effective marketing plan that will lead to increased visitor numbers, especially from first time visitors, improve visitor spending and increase longer stays. This is achieved through reviewing proposed marketing plans, fine tuning actions and strategic thinking, and identifying new opportunities (channels, themes and promotions).

b) Spread the news about opportunities for engagement and collaboration to the rest of the Island’s tourism industry. Strong advocates for the “attract and disperse” marketing strategy and the “Pure Island Happiness” destination brand.

c) Review the marketing targets within the Destination management plan and regularly reported KPI’s to ensure that the marketing function of VIOW remains on track, focusing on the essential outputs demanded by the plan.

d) Operate as the “watch-dog” for the roll out of the Destination brand (across VIOW work, but also it’s use by partners, affiliates, and other visitor economy businesses). Oversee the annual evaluation of the brand and recommend improvements as required.

e) Function as an evaluation panel to consider new opportunities, events and other projects that will attract new visitors to the Island in the future.

f) Recommend marketing partnerships that could bring added value to the destination’s marketing activities in the future.

Putting yourself forward for a seat on the Marketing Panel

Whilst levy payers can, in theory, join the panel for a 12 month stint at any time of year, the nature of the timetable is such that much of the development work is carried out in the first third of the year, monitored and evaluated in the summer, and then new ideas and extensions are considered in the final third of the year. This timetable is driven by the annual planning cycle inherent in the tourism industry, and the demands of our consumers.