In 2013 Visit Guernsey trialled a campaign that targeted the affluent thirty something urban dweller. The aim was to encourage them to consider Guernsey for a long weekend break through the range of outdoor activities, fantastic food and boutique hotels.
Given the audience and a tight budget, social media was crucial to this campaign. As such, great content was key, and this particular idea provided a fantastic opportunity for us to develop a short film to generate widespread interest amongst this audience. Our challenge was to make this in the middle of winter with snow, rain and fog hampering filming yet make the end result look good.
Guernsey is a living, natural and active playground for anyone wanting to get ‘stuck in’. It’s a place that can re-ignite those connections with childhood and can deliver that feeling of ultimate freedom and childlike abandon, without the inhibitions of being too ‘grown up’.
It’s a place where you can take part in a host of activities, all of which send you back to the kind of stuff you used to do as a kid. And it was this idea that we wanted to bring to life for our urban ‘short breakers’. We wanted to help them emotionally re-connect with their childhood, to remind them what life used to be like and show them that they can leave the city behind, just for a few days, to have some real, authentic fun. All of this, of course, without the need to sacrifice the little luxuries that we know they expect. So in 2013, we invited this audience to COME OVER & PLAY.