A TV commercial promoting the Isle of Man as an outdoors adventure haven took silver at a prestigious marketing awards ceremony last night (Monday 16th March).
The advertisement, featuring top adventure instructor Keirron Tastagh, had been nominated for a Chartered Institute of Marketing (CIM) 2009 Travel Award, in the Best Budget TV Advertisment Category.
The Honorary Martyn Quayle MHK, Minister for Tourism and Leisure joined Keirron and members of the Department’s advertising agency, Truly, at the ceremony, which took place at London's Sheridan Park Hotel. The Gold award was taken by TUI, the UK's largest tour operator.
Recognising marketing excellence in the travel industry, this brand new award ceremony, organised by the Chartered Institute of Marketing’s Travel Industry Group (CIMTIG), replaces the long-established and highly prestigious Travel Advertising Awards, which have run for over 30 years.
For the Department of Tourism and Leisure, the award was a particularly welcome result: last autumn, the advertisement attracted criticism for its depiction of coasteering, erroneously believed by some to resemble the practice of 'tombstoning'.
The commercial was one of a series, commissioned by the Department, which showcased different areas of appeal for visitors to the Isle of Man. Its success, and the presence of the Department at the awards ceremony, has certainly raised the Island's profile amongst national travel professionals.
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