Wightlink - Increased distribution channels - growing results

Increased distribution channels - growing results

Wightlink is a ferry company that operates routes across The Solent between Hampshire and the Isle of Wight. Wightlink’s relationship with Isle of Wight residents is important to them, and to this end, Wightlink frequently distributes offers and discount codes specific to island residents.

Increased distribution channels - growing results

The Brief

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

The Actions

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.

What Happened

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.