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Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506

Isle of Wight Revival Campaign PR and Communications in a Digital World CCA506

Megan Beard, Gabriella Griffin and Laura Croggon


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506 Situation This report revises the original year long social media campaign, which aims to maintain visitor levels on the Isle of Wight throughout the year, focusing especially around the time of the 2012 Olympics. Introduction Online and social media coverage is not only free but has immediacy. This report develops and enhances an original campaign, promoting the Isle of Wight. The campaign had some innovative ideas and showed great creativity, however was limited by the amount of social media that was used, only Twitter and Facebook. The new campaign has built on from the elements of the original campaign and added extra components to enhance the campaigns success. The following elements of the original campaign have been developed further  Objectives (SMART)  Key messages  Audience profiles  Tactics (blog, YouTube, foursquare, iPhone app)  Timings  Evaluation


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506

Objectives The objectives have been changed as, according to Batty C et al (2010, pg.128) ‘setting objectives is vital if the campaign is to have direction and be achievable. Objectives should be SMART.’ Objectives in the original campaign did not match the criteria of SMART objectives. •

Have over 5,000 visitors to www.islandbreaks.co.uk within the first two months of the campaign by creating awareness through social media platforms

To engage with 10,000 people online of whom 40% visit the island.


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506

Audience After revising the original campaigns audiences, the new campaign has devised character profiles. This makes the audiences more specific making them easier to identify and which channels we can reach them with.


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506

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Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506

   

       


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506 Key Messages The original campaign did not specify any key messages. According to Paine.K, 2010 (P.g 235) a key message is ‘a specific statement or concept that an organisation is trying to communicate about itself.’ This can be seen to guide the campaign and take a step back to what the original aims were, during the process. •

Convince families and mature adults that the Isle of Wight is the best holiday destination for the summer and a reason to leave mainland, despite the Olympics.

Use all engaging platforms to reach our audience, to spread the word of the ‘Isle of Wight revival’

Promote the Isle of Wight to students as a fun getaway, with a variety activities including music festivals

Engage with scouts and guides through online promotion and social media to show why the isle of Wight is a great activity based island


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506 Promotions and Partnerships The original campaign suggests a partnership with Fat Face, this has been revised and there are no amendments. Hunter’s wellington boots has been chosen as the secondary partnership to add value to the campaign for our wide audience. After searching previous UK campaigns, the Walkers ‘do us a flavour’, was key inspiration for a promotional prize. The campaign consisted of a competition to create your own flavour of crisps; the winning crisps where then sold for a limited time. This campaign had over 1 million entries, proving success. This research inspired a new competition, involving the audience to design their own, unique pair of Hunters boots, to be sold for the remainder of the revival campaign and share their concept in a YouTube tutorial.


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506 Tactics The new campaign has adopted the same tactics as the original and added new social media platforms and online media promotion. The main concept of the digital PR campaign is focused around the idea of ‘The Isle Of Wight Revival’ it will be using online and Social media to communicate in a specific way to reach each target audience. Each platform will be used for all events that occur each season, with relevance to seasonal holidays. As well as this, the summer will have a big focus, drawing the attention away from the 2012 Olympics, creating a buzz for the Isle of Wight. The main social media tactic attached to the mascot will be the use of foursquare. Foursquare is a location based social networking website for smart phones, users can check into different locations using a GPS hardware which can be linked to social networks. The campervan will check in on its travels which can then be connected to Twitter and Facebook, thus interacting with a larger audience, for each seasonal event. Visitors to the Isle of Wight revival can also check into the different events, this encourages users to interact with different platforms consequently interacting with their friends and followers, causing more conversations and buzz around the revival (see appendix A). According to Snee.H 2010 ‘Blogs along with other internet research methods have a number of practical advantages. They are easy to access and the sample can be extended to those from a wide geographical area’. The campervan will blog about his adventures throughout the year, posting pictures and stories along the way. This builds up additional familiarity for most of the target audiences, mainly engaging with families. The blog will also create polls and competitions to win prizes, consisting of tickets to the revival events and other smaller prizes. (see appendix B) Burgess.J et al 2009 (p.g.1) says ‘Although it isn’t the only video-sharing website on the internet, YouTube’s rapid rise, diverse range on content, and pubic prominence


Gabriella Griffin Q79799809, Megan Beard Q79730558 and Laura Croggon Q79724841 CCA506 in the Western, English- speaking world make it useful for understanding the evolving relationships between new media technology’s, the creative industries, and the politics of popular culture’ A YouTube channel will be created to engage mostly with families and students with content such as a viral video (see appendix C) and competition tutorials. The Webmarketing group. 2012

As this campaign targets a wide reach, we feel it is appropriate to use various magazines, to promote the ‘Isle of Wight revival’. To target the Student audience, we will send press releases and video materials to Q magazine, Music week and NME. Research has shown these are the most circulated magazines in the music industry, proving the most effective way of reaching our audience. The family, scouts/guides and mature adults audience, can be targeted primarily through one magazine; good housekeeping. As most mothers would buy this magazine, they become our primary audience, as well as this the niche can be reached which are husbands and children, as they are known to scan magazines but also be passed on information from their wives and mothers.

Isle of Wight Report  

Social media campaign aiming to drive tourism to th Isle of Wight focusing around the 2012 Olympics

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