Potato Peel marketing campaign for Home Release

Monday 13 August 2018

A mass media campaign will soon commence as hit movie The Guernsey Literary and Potato Peel Pie Society is released for home viewing.

Available on digital download from August 20, then DVD and Blu-ray a week later, VisitGuernsey has partnered with STUDIOCANAL to again use the film to promote tourism to the island.

VisitGuernsey will be airing a 10-second commercial – including footage from the film – for a week between 24 to August 31 on regional and national TV stations.

Condor Ferries will also co-ordinate its TV campaign with VisitGuernsey’s during the same week, in the Channel 4 South and ITV Meridian Hampshire regions. 

Digital activity including Daily Mail online takeover – a four week ‘video wallpaper’ running on the homepage behind the news content -, digital display banners, up-weighted pay-per-click advertising and a remarketing campaign, starting the week of 13 August for four weeks, along with social media activity. 

Economic Development Committee Member Dawn Tindall said they were further hoping to capitalize on the film’s popularity. 

“We have already started to see an increase in those interested in visiting Guernsey since the cinema release of the film. There has been an increase of more than 45% in web traffic to the VisitGuernsey website during our Potato Peel Pie promotional period and reports of increased booking enquiries from tour operator partners," she said.

"The departing passenger research available shows that over 20% of visitors to Guernsey during May and June were influenced to visit Guernsey due to the promotional activity surrounding, or having seen, the film. Now, through this vast array of additional promotional activity around the home entertainment launches, we aim to maintain this momentum and encourage new audiences to visit our remarkable island.”