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Appointment of new Advertising & PR Accounts 10 March 2008

The Department of Tourism & Leisure has recently conducted a full review of its UK Advertising & PR accounts.

As a result of this pitch process the Department has re-appointed Smarter Communications to its UK advertising account and appointed the consumer division of Weber Shandwick for its PR account.

Both agencies showed a full understanding of the challenges facing the Isle of Man over the next 3 – 5 years. Both have produced a vision for the future based on the concept of Freedom to Flourish and campaigns that will reflect the quality lifestyle that is enjoyed by the Isle of Man and the growing use, by consumers, of digital technology.

The ad campaign is targeting approximately £10million of advertising benefit for the Island over the potential duration of the contract. The Department of Tourism and Leisure currently spends in excess of £1m per annum on advertising.

These new ideas will allow the Department to more closely focus on core market groups and by using digital technology to communicate more effectively and efficiently with potential visitors with higher disposable spend. In these days of high competition and choice it is vital that the Isle of Man stands out from the crowd and the appointment of these agencies will ensure that the Isle of Man is properly positioned to take advantage of the growing consumer trend of “Cultural Experience” when making a short-break holiday choice. The next few months will see a gradual introduction of these new ideas and themes with a full launch of the new digital and lifestyle campaign in October.

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