"We felt that Sd's creative work effectively communicated the variety of things to see and do in the islands which was one of the key criteria to our project, this was particularly true of the direct mail; 'The Perfect Package', which we were very impressed with."
Mary Taylor, Visit Guernsey.
Services Included
- Design for Print
- Branding
- Market Research
- Copy Writing
- Advertising Design
- Project Management
- Art Direction
- Print Management
Project Overview
Objective -
To make Guernsey a more attractive prospect to visitors from the British Isles, in turn enlarging the leisure and tourism industry of the island.
Solution -
We identified through extensive research a number of trends driving and inhibiting Guernsey’s tourism industry, and outlined strategies to capitalise on them. Core to the success of the campaign was recognising Guernsey’s desire to establish itself as a distinct ‘brand’ representing specific values, culture and attitude - three key trends we outlined were;
[1] Individuality. -
Identifying this trend led us to name our campaign, The Perfect Package. The concept being to impress on potential visitors the diversity of Guernsey, whilst retaining a simple, memorable brand. Thus that familiar little Island off the coast of the UK gives a different impression when it’s beautiful scenery is incorporated into effective, creative design. Arousing interest, to make people think, “Is that really Guernsey?”
[2] Ethical Consumerism. -
The design emphasises the rich environmental haven which is on the doorstep of any potential visitor with breath taking images of Guernsey’s scenery that force the potential visitor to find out more. “A Perfect Package” is designed as a keyhole to open up a new world, and to encourage potential visitors to seek out more information.
[3] Convenience. -
To capitalise on the convenience trend, our concept emphasises how Guernsey is indeed a “Perfect Package”, one that is simply a short trip away. We communicated the necessity in our images of visiting an Island on the basis of how beautiful it is and how practical it is to travel there.
The outcome includes three integrated solutions, various tabloid / magazine advertisements, a direct mail campaign and a visitor information magazine. |
