Manx National Heritage

Audience Development and new visitor attraction research

On behalf of Manx National Heritage (MNH), the National Trust body for the Isle of Man, we were asked to consider the following;

  • How MNH could encourage non-Isle of Man visitors to the island
  • How MNH could encourage island residents to visit its museums and attractions
  • What its branding and marketing said about the island as a destination
  • Understand the perceptions and potential for a new TT Races themed gallery and new visitor attraction
  • What was the tipping point for pricing as a season ticket and individual locations.

The research incorporated on-island face-to-face research with visitors and off-island qualitative focus groups with target groups in key departure points to the island in the North of England and Scotland.

As a result of the research, Manx National Heritage has completely transformed its marketing and investment strategy. During the qualitative testing of its branding and marketing, the feedback was that the island was being portrayed as old fashioned and ‘behind the times’. This has led to a complete overhaul of its branding, online presence and marketing strategy that has seen an increase in visitor numbers.

Alongside the marketing and branding there has been investment at the attractions with new exhibits and a new TT Races Gallery. MNH has transformed their understanding of who visits the island and at what point they are able to capture visitors’ attention and encourage a visit.

 

(evaluation)