Following an extensive review of Guernsey’s tourism offering, positioning and target segments, VisitGuernsey has unveiled a new brand and identity: ‘The Islands of Guernsey’.
Developed to help boost awareness of the Bailiwick of Guernsey, which incorporates the sister islands of Alderney, Sark, Herm and Lihou, and put greater emphasis on the five-island visitor experience, The Islands of Guernsey brand forms part of VisitGuernsey’s objective to help increase overnight tourist numbers and reach new audiences. The new brand is also designed to capitalise on Guernsey’s evolving product offering and in response to increasing competition from UK domestic and short-haul destinations.
As part of its brand review work, VisitGuernsey carried out focus groups, stakeholder research and visitor surveys, which identified Guernsey’s five-island offering as one of the destination’s main appeals for potential visitors.
The Islands of Guernsey brand campaign will focus on Guernsey as the hub of five islands, all of which offer a uniquely different visitor experience and are easily accessible, either as day trips or overnight stays, by ferry, plane or on foot from Guernsey. The second largest of the Islands of Guernsey, Alderney, is a 20 minute flight from Guernsey Airport, while Herm and Sark are just a 20 and 50 minute ferry from Guernsey’s capital St Peter Port. Lihou sits on Guernsey’s west coast and is only reached via a cobbled causeway at low tide.
The roll out of the brand includes a new logo, refreshed consumer and trade websites, new imagery and updated brand values, which will be supported by impactful communications including a new TV advertising campaign, digital activity, national press advertising and social media campaigns. All activity will be underpinned by the campaign hashtag: #ThatIslandFeeling, which encapsulates the sense of freedom and escape from everyday life that can be achieved in each of The Islands of Guernsey.
VisitGuernsey’s traditional core audience is visitors aged 50+ who are typically less price sensitive but still seek real value for money, are interested in travel and enjoy an active lifestyle and they will remain a key target for the destination in the messaging of the new brand. However, VisitGuernsey will also continue to appeal to the independent and active family market, specifically parents in the 40 – 55 age group during the main peak season in particular.
Mike Hopkins, Director of Marketing and Tourism at VisitGuernsey, says: “VisitGuernsey is delighted to unveil The Islands of Guernsey to the travel industry. The Islands of Guernsey gives us a new identity in a crowded marketplace and aims to set apart Guernsey’s unique island offering from increasing competition. This will allow us to reach new visitor segments while ensuring our loyal visitors continue to return.”