Since the announcement at the end of 2024 of the island’s new ferry operator, VisitGuernsey has forged a close working relationship with Brittany Ferries.
In line with 2025, this year we committed to a co-funded campaign targeting new and returning visitors, both day trippers and staying visitors, in both the UK and France, with a focus on the Brittany and Normandy regions.
VisitGuernsey continue to work closely with the operator on a number of exciting initiatives, while Brittany Ferries continue to introduce the Islands of Guernsey to their own audience, which includes an email database of more than half a million.
Most recent activity:
UK campaign
Running June–August, promoting short breaks and the 5-day fare across digital channels. So far, the campaign is performing ahead of target, and has generated more than 2,200 bookings
Display advertising has been particularly strong, with engagement well above what was expected
France campaign
Running June–August, promoting day trips through digital advertising and outdoor digital display advertising in August running in and around St Malo
Performance is also ahead of plan, with almost 1,000 bookings
Social engagement is significantly above target, while display has delivered more than 650 bookings
In addition to the co-funded campaigns we continue to work closely with Brittany Ferries on the following workstreams:
Joint events calendar with Brittany Ferries France and St Malo Tourism
Regional French radio campaigns and press
Collaborative working on the visiting journalist programme, both UK and France
Visiting Influencer content – French and UK families promoting the Islands through user generated content
Additional summer VisitGuernsey French day tripper campaign, targeting the Brittany and Normandy regions:
Komoot - we have been working closely with our partners at Visit Alderney, Sark, and Herm to develop a series of walking and cycling routes on Komoot, one of the world's leading outdoor activity platforms. With a community of more than 50 million users, Komoot will run targeted advertising campaigns promoting the Islands of Guernsey as a destination for exceptional outdoor experiences to users in Brittany, Normandy, and Paris. With around 10 million monthly users on the platform, the campaign guarantees that at least 10,000 users will click through to explore the Islands of Guernsey collections during the three-month advertising period.
Advertising the Islands of Guernsey through the St Malo Terminal buildings, in conjunction with Brittany Ferries, focusing on the following:
Travel in under two hours
Day trippers travel on ID Cards
Cheapest way to travel to the Channel Islands
Foot passenger day return from €39
Arrive into heart of St Peter Port
7 hours to explore the Islands of Guernsey
Digital creative:
OOH:
OOH site map:
