Campaign #Wightlive: Putting Wightlink centre stage
Intelligence
Wightlink Ferries connects the Isle of Wight to the mainland, however despite carrying millions of people to and from the Island every year most passengers had only a functional engagement with the company. Wightlink wanted to put itself at the heart of Island Life, creating a more emotional connection with passengers, showcasing the Island in its best light in order to improve brand reputation and grow passenger numbers.
Inspiration
We created a summer long campaign #Wightlive that united the best that the Island has to offer with a highly targeted audience. With fresh and modern design and a smart social media to ecommerce strategy, we used messaging that focused on several big ticket events taking place on the Island (including Isle of Wight Festival and Bestival) and weaved in other tourist hotspots to inspire music lovers, festival goers and day drippers to take to Twitter, Facebook and Instagram throughout the summer.
Impact
Social followers increased by nearly 6000 (including several key bloggers and music festival press), 500 user generated images were uploaded to the campaign microsite, and the #tag was used over 3,500 times. By connecting the brand with the highly social digital behaviour of its consumers, we were able to drive over 15 million page views on the company’s ecommerce site.
