In direct response to competitor activity, Wightlink tasked us to combine two existing pieces of marketing collateral to create a new and more effective way of ensuring the discounts reach as many Islanders as possible. Our aims were to:
- Increase penetration into Island households
- Boost brand reputation
- Create something that Island residents will keep by sticking on to their fridge or noticeboard
We created a new design for the newsletter as well as a friendlier tone of voice, giving the newsletter a fresh new look and feel 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 has become their bi-annual newsletter, Island Link.
One of the KPIs was to increase penetration into households on the Isle of Wight. By changing the distribution method from an insert in the local paper to a Royal Mail door drop, we increased the circulation of Island Link from 22,000 to just over 72,000.
The distribution of the newsletter and the offer codes is well received by Island residents and Wightlink continues with its distribution twice a year.