THERE'S MORE TO iTT

Our insights also showed that the Isle of Man was an expensive place to visit and only famous for the TT Road Race. We tackled this problem head on with a humorous approach to our campaign, harnessing the power and popularity of the TT but showing a rider experiencing everything that a visitor should see and do on the Island and not just to be there to watch the race, demonstrating that “THERE’S MORE TO iTT”.

We kick-started the creative by taking an Extraordinary approach to the Digital & Social Media campaign, we recruited a Mystery Motorbike Rider, to showcase the best of the Island experiences and attractions. Our protagonist picked out all the unique things to see and do, hilariously donned in full leathers and helmet, the humorous rider appealed to all audiences, TT fanatics and visitors.

Straight off the grid we teased out our content with our mystery rider through all social channels. We revved up the campaign with films that promoted and incentivised bookings and offers with Island Travel Partners including Steam Packet, Visit IOM, Duke Travel and Sportsnet Holidays.

Then thrashed it out and upped the gears with the Hero Films across all Social Media Channels which featured and promoted over 30 Island businesses and attractions.

When we’d created enough noise, we continued the campaign with social activations to engage and build the community and spark conversations, through competitions, offers, spotlights and guideposts.

We then asked our audience “Who’s under the Helmet?” with a film that revealed our rider to the world who was none other than the “Morecambe Missile”, John McGuinness MBE, the third most successful TT racer of all time.