We have developed this toolkit specifically for you to amplify your business within the campaign. It will provide you with practical information on how you can get involved through your own channels.
Please also use the campaign video assets and imagery from our Media Library in your own marketing activity as a free 'hook' to raise awareness of your own business (please credit Visit Isle of Man where you can when using them).
The password for this library is IOM.
Alternatively, please contact the team if you need any assistance in accessing the library.
Marketing activity will be segmented across our three target audiences; as identified in our Strategic Plan to 2023 - Traditional Travellers, Curious Explorers and Experience Seekers. For each audience group we have developed a detailed guide to help provide a clearer picture of each and help you to better understand how you can market your business to them.
It is important for you to know what audience your tourism business caters for before creating marketing content as this will help to frame your images, written content, creation of special offers and the way you approach your messaging.
All three personas can be dowloaded here:
Traditional Travellers
Curious Explorers
Experience Seekers
The Visit Isle of Man Content Calendar outlines key content themes aligned with our key product offerings (e.g. Heritage and Culture, Walking, etc.). Each month an editorial focus has been highlighted and will present a thematic approach to our content across our channels. We encourage you to use the Content Calendar to share with us any relevant product offerings, events and ideas relevant to our themes for us to share with, and inspire, visitors across our channels. It can be downloaded here.
Alongside a nervousness about travelling again, the pandemic has shed a light on the importance of cancellation policies and flexibility in providing reassurance to visitors that if needed, they can book now and change later.
Due to the importance of this, our ‘Offers’ page on our website is currently undergoing upgrades to enhance its appearance and to make it more user-friendly. For the remainder of 2021, we will be promoting all ‘Flexible Offers’ uploaded to this area - this includes holidays and accommodation that offer reassuring flexible booking options. These offers do not necessarily need to include you offering a discount but highlight your flexibility.
We therefore strongly encourage you to consider, plan and upload any Flexible Offers you may have. At the time our upgrades are complete, all live offers will be transferred over on your behalf by the team.
To ensure your offer is easy to read and understand, we ask you to please follow the guidance here.
