Hundreds of thousand of homes on the mainland will find an invitation from the Isle of Wight dropping on their doormat between Christmas and New Year.
A striking image of Freshwater Bay, taken by Island photographer Jeremy Cangialosi, is on the front of a postcard that will be delivered to more than 340 000 homes in towns and cities across the UK.
The mail out is paid for with money received by the Wight BID, and is financially supported by Red Funnel and Wightlink.
This will be supported by over 50 posters on South Western Railways routes between London, Southampton and Portsmouth.
An increased emphasis on digital marketing will see an online campaign including e-newsletters delivered to over 75k addresses, web advertising and targeted social media advertising.
The postcard also offers a competition with a prize holiday of over £2500 for one lucky winner at the new Island Riding Centre complex, currently shortlisted for a major international prize in the European Holiday Home Association Awards.
Abi Fox, Visit Isle of Wight brand manager said: ‘We know that people start to think about and book their next holiday as soon as Christmas is over. We’re targeting them with both print and digital media during this period. Working together with the Isle of Wight tourism industry we’ve put together some enticing Early Bird offers and a fantastic competition to encourage visitors to discover the Island in 2019.’
The Twixmas marketing push sees the start of the 2019 campaign from Visit Isle of Wight, inviting people to ‘Discover the Isle of Wight for…’ a wealth of treasures including family attractions, natural beauty, adventure and festival fun.
Abi explained the how the campaign came about: ‘The new ‘Discover the Isle of Wight for…’ campaign has been devised with the support and experience of the Wight BID Marketing Panel. The campaign is designed to encourage visitors to discover something new about the Island. Whether they’ve been before, last visited as a child or are a potential brand new visitor, we want to challenge people’s perceptions of the Island and what it offers. Using fantastic photography and snappy straplines we intend to inspire people to discover and choose the Isle of Wight in 2019.’