Turning wanderlust into bookings.

The stunning Isle of Man is renowned for natural beauty and thrilling motorbike racing. Visit Isle of Man tasked us with showcasing its appeal as a premium, all-year visitor destination.

We have been managing Visit Isle of Man’s paid social media since 2023. Working to annual objectives, in 2024 our KPIs were to: 

• -Increase social media followers by 15,000 
• -Reach 5 million users in key transport cities 
• -Improve social traffic by 70,000 sessions 
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Visit Isle of Man were also launching their new brand identity of “Extraordinary Isle”. 

To showcase everything the island has to offer, we highlighted activities that would resonate with each target audience: from mountain biking to riding a steam train and more! 

From market research carried out by the client, there are four main target audience groups: traditional travellers (55+), curious explorers (45+), experience seekers (25-45)  and family adventurers (24-45). In 2024, we introduced three new target audiences: travel addicts, wellness wanderers and nature snappers.

These audiences were created based on our learnings from previous campaigns and organic content – wildlife and wellness themes resonated well with the core audience. 

We broke down our objectives into several different campaigns across our social channels including a number of concepts such as: 

• Extraordinary season: Part of the new identity, this campaign showcased everything the island has to offer, positioning the Isle of Man as a year-round destination 
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• Island insiders: Giving the audience an inside look into activities, businesses and locations from the islanders themselves 
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• City call outs: Targeting key travel hubs, such as Heysham, Edinburgh and Dublin. These ads conveyed to the audience the best ways to travel and highlight how accessible the island is 
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Results 

• 56% increase in reach in comparison to the previous year 
• 78% increase in traffic in comparison to the previous year 
• 287% increase in followers in comparison to the previous year
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• 14,158 followers achieved 
• 5,268,121 users reached 
• 114,535 sessions achieved 

• 50,000+ engagements 
• 16.7 million impressions 
• 1,325+ hours of video viewed 
• 5,339 newsletter subscribers gained 
• 1,201 ‘book now’ conversions on the website for trips, activities and accommodation 
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• We were also shortlisted for 3 awards:
• UK Paid Media Awards 2024 
• UK Social Media Awards 2024 
• Marketing Society STAR Awards 2025