Our creative and advertising campaign, based on our marketing strategy, is targeted towards our key audience segments and departure points in the UK, France and Jersey, and aligns with our main long-term travel themes.
Our creative approach continues to feature real people in real settings: what you see is what you get. We are presenting the Islands of Guernsey as a place where unique memories can be made, in unique settings and locations. We are using authenticity to make that connection.
Wellness & Outdoor Experiences
In 2026, we will capitalise on the growing demand for wellness travel by promoting our outdoor experiences. While we continue to promote our islands as a sanctuary for all, a new primary focus will be the men’s wellness movement.
Food Provenance
Guernsey’s culinary scene is rooted in its surroundings. This year we are positioning our islands as a premier food destination with the launch of an exciting new food festival, as well as by highlighting our local produce and range of restaurants and suppliers.
Our annual media plan is a balanced mix of digital and traditional placements, with key bursts of high impact activity to support summer and shoulder month bookings. It is broken down via the following channels:
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Digital and social media targeted around lifestyle and departure points
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Print media in national press and lifestyle publications, using TGI selected data, which includes a wide range of consumer insights
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Targeted TV utilising core segments around departure points
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Audio, including podcasts targeted to key lifestyle themes as well as regional radio around key departure points with co fund partners
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Out of Home, specifically around travel hubs and departure points
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VisitGuernsey Social Media, Website and App, given that 44% of visitors use the VisitGuernsey website to plan their trip (Source: States of Guernsey Visitor Survey, Q1 & Q2 2023)
