Wightlink

Wightlink operates ferry routes across The Solent between Hampshire and the Isle of Wight. Wightlink’s relationship with Isle of Wight residents is important to the company, so offers and discount codes specific to Island residents are frequently distributed. In direct response to competitor activity, Wightlink tasked us with combining two existing pieces of marketing collateral to create a new and more effective way of ensuring that its offers reached as many Isle of Wight residents as possible. Our goals were to:

Increase penetration into Islander households
Boost brand reputation
Create a useful resource that would be retained by Island residents

Our design for the newsletter gave it a fresh new look and friendlier tone of voice, while staying true to Wightlink’s existing brand guidelines. The design was created so it could be used as a long-term template for what became their bi-annual newsletter, Island Link. As part of our wider work with Wightlink, we also planned and art directed a film and photoshoot with models on the Island and developed a creative toolkit for their summer campaign to support the newsletter and other revenue streams.

One of the KPIs was to increase penetration into Island households. The newsletter and offers were well received by Island residents and by changing the distribution method from a local paper insert to a Royal Mail door drop, we increased the circulation of Island Link from 22,000 to just over 72,000.