Branding strategy, Creative design, Digital display advertising, Photography, Video production, Web design
As part of our ongoing work with Visit Guernsey we were commissioned to create a new brand and content including film and photography for the islands of Guernsey, Sark, Herm, Alderney and Lihou.
Our brief was to shift the positioning from being primarily Guernsey focussed, to looking at all five islands as a whole, encompassing them all under the brand of The Islands of Guernsey.
The Challenge:
We researched local art and inscriptions, old bank notes and took inspiration from handwritten signs found on the island, to create two bespoke typefaces steeped in history, pairing them with a shade of teal taken from the waters that surround the islands.
For visual architecture, we created a framing device using elements of the Guernsey cross as well a sand wave pattern.
Our Approach:
The Islands of Guernsey are unique with a distinct, quirky authenticity and we brought this out through a new tone of voice, using humour and irony. New content carried this tone with stunning shots coupled with a tongue-in-cheek script.
It played on tropes of modern life, juxtaposing these against life on the islands. Targeted at the older, more affluent audience, it challenged them to rethink what they know about the islands and of what they want in their next holiday.
The Results:
When launching the advert on social media, it had almost 1000 shares on Facebook in its first 24 hours Testimonial “We are delighted with our tourism performance to date and particularly the figures from last years which are extremely positive.
To showcase Guernsey on the world stage at World Travel Market with an exciting brand refresh, new robust objectives and a clear mission for delivery was exciting and up lifting.
The reception from our partners and potential partners shows that we are heading in the right direction and that by working together we can achieve these goals.”- Mike Hopkins - Director of Marketing & Tourism, A States of Guernsey
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