Putting Guernsey on the map in the U.S

Using Netflix’s U.S. recent release of The Guernsey Literary and Potato Peel Pie Society, as the launching pad VisitGuernsey has embarked on a multi-phased PR media programme and promotional campaign to help raise awareness of Guernsey as a holiday destination in key US markets.

VisitGuernsey has retained a New York-based travel and film specialist PR agency and through their media outreach Guernsey has been featured in such high-profile consumer and trade publications, broadcast and digital tiles  as: The Los Angeles Times, Forbes,  OnAir with Ryan Seacrest, Go Nomad, Metro (New York, Philadelphia and Boston), TravelPulse, Insider Travel Report and Recommend, among others.  In addition, Netflix has secured coverage on the release of the film in such high profile media titles as The New York Times, New York Post and Town & Country magazine, which also promoted Guernsey as a holiday destination.

These articles have been seen by more than 90 million potential visitors in key markets across the U.S. and represents an equivalent advertising spend in excess of US$840,000. (c £660,000)

Wendy Pedder, marketing manager at VisitGuernsey, attended the Visit Europe Media Exchange (VEMEX) in New York, during October, where she held 20 one-to-one appointments with potential partners and freelance journalists.  The specialist agency also arranged a series of appointments for VisitGuernsey with both media and industry partners such as the United States Tour Operators Association (USTOA) and Visit Britain, and the agency represented VisitGuernsey at the annual Society of American Travel Writers (SATW) Convention in September.

In partnership with Random House, Netflix and Visit Britain, VisitGuernsey participated in a special movie screening in Miami in August and one-to-one interviews with key influential Miami media.
VisitGuernsey also continues to work on a visiting journalist program, which has already brought to Guernsey high profile journalists and bloggers from such titles as The Los Angeles Times, The San Francisco Examiner and GoNomad, to experience what Guernsey has to offer the US visitor and to write about their experiences in upcoming issues to help stimulate inquiries and bookings for next season.

VisitGuernsey has also launched competitions to promote the launch of the film on Netflix and the re-release of The Guernsey Literary and Potato Peel Pie Society novel with a new movie-themed cover.  These include a trip for two to Guernsey and was promoted to Random Houses’ Readers Circle Book Club.  The competition was hosted on the Visit Guernsey website and was responsible for attracting 8,752 entries and 5,000 views of the accompanying featurette.

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VisitGuernsey will also be participating in the Reader’s Circle Open House Event at Random Houses’ Corporate Headquarters in New York in December.  A special Guernsey holiday themed hamper will be raffled off to one lucky winner.

The increased marketing efforts in the U.S. market have already begun to payoff for VisitGuernsey with web traffic from US users having increased by an impressive 600 percent from last year, and industry members reporting healthy early enquiries from the US.

Deputy Dawn Tindall, member of the Committee for Economic Development said, “We are extremely pleased with the early success of the U.S. campaign and the momentum and opportunities that have been generated by the release of the Netflix film in this sizable market. This is an extremely exciting time for Guernsey, and we look forward to seeing increased inquiries and bookings from the U.S. for this coming spring and summer.”

ENDS

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Notes to Media

Issued by: Media team The Office of the Committee for Economic Development.

Contact: Wendy Pedder or Emily Queripel in the first instance.
Tel: 01481 234567 or email: [email protected] or [email protected]