Social media influencers, French television adverts, and dozens of advertorials in British print media have been used this summer to draw visitors to the Bailiwick.
Visit Guernsey secured 30 articles across a range of publications in July and August, with the island featuring in The Telegraph, Discover Britain and Good Housekeeping.
That complemented a French television push which ran throughout August, as well as targeted digital adverts focusing on households within 150km of St Malo.
Website visits to Visit Guernsey increased by over 50% in August compared to the same month last year, with web traffic up over 20% overall.
Earlier this month, a group of 22 travel influencers, with a combined online following of more than 2.5m people, visited the Bailiwick to create content showing off the best of the islands.
So far, nearly 600 posts have been created for multiple platforms which have been seen by over 800,000 people.
“This kind of exposure is invaluable for our tourism sector. Not only does it help raise awareness among potential visitors, but it also reinforces the Islands’ reputation as a welcoming and enriching place to explore,” Visit Guernsey said.
It builds on a charm offensive started last year to use more social media personalities to promote the island, and more marketing in France which has seen the number of French visitors dramatically increase this year.
Visit Guernsey said the French campaign brought an additional 470,000 engagements on social media from its non-skippable web ads, such as YouTube adverts.
The influencers spent several days in the island “exploring our landscapes, sampling local cuisine, engaging with our heritage, and experiencing the warmth of our community, even when the weather didn’t quite cooperate.
“Their itineraries were carefully curated to highlight the very best of what we offer, from coastal walks and historical sites to artisan producers and unique island hospitality.”
They were led on sea swims and beach walks, visits to historical sites such as Castle Cornet and the Renoir walk and island hopping to Herm and Sark.
Meanwhile, articles in the national press and trade media provided a combined reach of over 141 million.
“This success is driven by our proactive media strategy, from hosting tailored press trips that showcase the best of our destination, to ongoing outreach promoting new connectivity, product developments, and on-island experiences,” Visit Guernsey added.