Let me show you our holiday video.....?

Date of publication: September 1, 1995

Abstract:

At the beginning of the 1990’s, it was recognised that the existing information on the volume and value of tourism and the characteristics of the visitor market was inadequate as an input to the forward planning and development of tourism on Guernsey. The response was to establish a continuous survey of visitors departing from Guernsey at the end of their visit to provide this basic market information. This paper will examine, first of all, the role of this programme of market research in the development and execution of an innovative promotional campaign for the island of Guernsey. The central feature of this promotional campaign was the free distribution of a twenty minutes’ video to all those responding to a schedule of press advertising in the United Kingdom and also in France, Germany, the Netherlands and Switzerland. The paper will highlight the role which this extensive programme of research has played in the evolution of the promotional campaigns for holidays in Guernsey in the last few years. The Tourist Board can now make informed decisions on both the design and content of these campaigns and also for product enhancement initiatives based on consumer information. In relation to the current debate about researchers gaining access to the boardroom, this paper provides an example of the researchers becoming established as an integral part of the strategy team. Finally, the paper will provide evidence of the impact of the use of a promotional video on converting potential visitors to holiday in a particular destination. The cost of the campaign will be set against estimates of the expenditure by these "converted" visitors on Guernsey in comparison with the more traditional forms of promotion.

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