First created and run in 2008 the campaign began again this week and will continue until 14th March to build on the success of the previous 2008/9 TV campaign.
The current adverts are exactly the same as that previously broadcast so no additional production costs have been incurred. However the airtime for this campaign is costing ?750,000 and that funding was approved last year.
The Department of Tourism and Leisure told isleofman.com in a press release that the Council of Ministers, Treasury and the Marketing Initiatives Group recognised the importance of the campaign to promote the tourism industry when they approved the funding in December 2009.
The campaign aims to reflect the Island’s lifestyle and position the Isle of Man as a place where visitors are free to take part in a variety of outdoor activities. It is also in line with the Island’s branding project as a destination where people have the ‘freedom to flourish’.
The three adverts, focussing on adventure, lifestyle and nature, feature local residents at various locations around the Island. The actors starring in the commercials are Keirron Tastagh for adventure, The Anderson family for nature and Keith Shawcross for lifestyle.
The Minister for Tourism and Leisure, Martyn Quayle, said: ‘I am delighted that we are running the TV campaign again during 2010. Isle of Man residents are, of course, the best advocates to showcase the Isle of Man as a place to live, work, visit and to do business. The campaign reflects on the quality of life that our residents enjoy. ‘I hope that the advertisements will continue to raise the Isle of Man’s profile and result in plenty of holiday enquiries.’
The adverts will feature on ITV (Border, Granada, Tyne Tees, Ulster and Channel Islands), Channel 4 Ulster, Channel five North, National ITV in the morning to coincide with GMTV, Sky TV, ITV 3, ITV 4 and Irish TV3 and several other channels in the UK and Ireland.
