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  1. Campaign Overview

You are here: Marketing Our Island > Campaign Overview

Campaign Overview

Your Space, Your Story

Your Space, Your Story has been created as an extension to the Extraordinary Story marketing campaign. Building on the traction already gained (in particular, the use of #IOMstory), through this interim campaign there will be a significant shift in focus to ensure we match the new travel and holiday preferences of our target audiences.

Using the new message of 'Your Space, Your Story', we want to celebrate the copious amounts of open spaces that the Island offers for visitors to enjoy unique experiences within, therefore creating their own stories.

The wide open, natural spaces, stunning landscapes, bountiful activities and attractions, and diverse accommodation choices allows our visitors to create an experience unlike any other in the Isle of Man. This new message also supports the desire to promote the Island's unique UNESCO Biosphere status, which is centred on how our Islanders have learned to live in harmony with our natural environment.

As we re-enter a very competitive marketplace, let's work together to ensure the Isle of Man stands out and gets its share of the market by promoting its abundance of desirable, open spaces, where visitors can enjoy so much accessible variety in a place that is so close to home, but a welcome escape.

Campaign Toolkit Media Library Customer Personas
Content Calendar Uploading Offers: Best Practice Campaign Video

Campaign Toolkit

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.


Media Library

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.


Customer Personas

Marketing activity will be segmented across our three target audiences - 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:

Good Timers

Curious Explorers

Experience Seekers


Content Calendar

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. 


Uploading Offers: Best Practice

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 had recently had upgrades to enhance its appearance and to make it more user-friendly. We will continue to welcome 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. 

To ensure your offer is easy to read and understand, we ask you to please follow the guidance here. 


Campaign Video

Useful Links & Documents

  1. Campaign Toolkit

  2. Media Library

  3. Customer Persona: Traditional Traveller

  4. Customer Persona: Curious Explorer

  5. Customer Persona: Experience Seeker

  6. Content Calendar

  7. Uploading Offers: Best Practice Guidance

Useful Contacts

  1. Visit Isle of Man Marketing Team

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