Attract new audiences to the Channel Islands’ Guernsey in line with the nationwide cinema release of ‘The Guernsey Literary & Potato Peel Pie Society’.
Leverage the message of ‘visit the island that inspired the film’ through a robust marketing campaign to attract new and lapsed visitors to Guernsey.
Sourcing leading brand partnerships with Nectar, Oddbins, Riverford Organic and WH Smith, LOTUS looked to reach different audiences that may not otherwise consider Guernsey as a holiday destination.
These brands were specifically found as having broad audiences with higher-than-average disposable income, strong and varied distribution channels and a customer profile that matched VisitGuernsey’s target sectors for new visitors (namely those interested in gastronomy, culture, and literature).
LOTUS worked closely with STUDIOCANAL to ensure consistent messaging and proper use of all film assets.
Each brand partnership featured a competition to win a trip to Guernsey. LOTUS leveraged relationships with tour operators to secure 4 x holiday prizes free of charge for each prize.
The VisitGuernsey website was included as one of the calls to actions, or within the branding, for each brand partnership.
- 20,943,000 total prospective reach
- 28,197 total competition entrants with 72% opt-in rate
- 70% YOY (+113% in one month alone) website sessions
- 128,000 impressions on campaign content on website and microsite
- +20% of leisure visitors to Guernsey attributed visit to the campaign