Case study
Case study
A multi-platform conversion campaign targeting UK-based travellers that resulted in 1,145 additional flight purchases to the Isle of Man, generating more than £450k to the island’s tourism economy.
Located in the centre of the Irish Sea, the Isle of Man has long been an enticing destination for remote island breaks. With travel restrictions making holidays to European summer destinations impossible for many British tourists, Visit Isle of Man wanted to capitalise on the staycation boom with a campaign to promote the island as an exciting and rewarding alternative, while driving sales to easyJet’s direct flights.
We decided to devise a content campaign centred around one clear message: the Isle of Man offered the most attractive elements of Europe's most popular summer destinations, but without travel restrictions and within an hour's flight of all major UK airports.
To promote this message, we decided to build a dedicated microsite on traveller.easyJet.com where audiences could immerse themselves in native and editorial articles showcasing the most attractive tourist offerings throughout the island. Nearly half of British travellers are looking for more action-packed trips, so the supplementary content contained a rich mix of activity recommendations aimed toward couples, groups and families, alongside an introductory essay that reinforced the primary campaign message. Booking buttons were inserted into each story to give audiences a clear pathway to flight purchasing pages, which also allowed us to track the results.
Our next goal was to drive audiences to the microsite, so we executed a social campaign over spring and summer, using attention-grabbing copy and spectacular destination imagery. By utilising our exclusive digital retargeting platform Navigator, we were able to deliver content directly to our target audiences' Facebook and Instagram feeds at the precise moments. This was followed by an autumn campaign to coincide with the half-term holidays when we anticipated another surge in staycations.
Visit Isle of Man’s decision to combine a native and social campaign to drive awareness and flights to the island resulted in a significant rise in flight bookings. Over the summer and autumn holiday seasons, the campaign achieved:
• 1,145 additional flights to the destination
• An estimated value of £458,000 to the tourism economy
• 1.1 million impressions via Navigator
“From start to finish, we’ve really enjoyed working with the team at Ink Global. Having reached out to see how they could support us with our marketing campaign, they listened to what our objectives were and who we were trying to target before making recommendations in-keeping with our budget.
“Throughout the campaign we were regularly kept up to date on its performance. In addition to making their own recommendations for improvements, they were also open to ours too, meaning together we were able to make it a great success.”
Rebecca Sayle, marketing manager, Visit Isle of Man
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