Isle of Man plans to push independence with new branding

by Samuel Solley, Marketing 04-May-05, 08:10

LONDON - The Isle of Man is aiming to lure more tourists and businesses with the creation of a brand identity.

The island has appointed market research firm HPI and branding consultancy Acanchi to develop an identity that will raise awareness of the island. The positioning will be based on the independent nature of the island and the Manx people.

The Isle of Man's goal is to encourage businesses in both the UK and overseas to relocate to the island. It also aims to increase visitor numbers by highlighting the attractions on offer.

HPI was appointed to the £500,000 project following a tender process.

The agency will garner local businesses' and residents' feedback on how they want the island promoted.

Acanchi founding partner Fiona Gilmore has experience of branding countries, having worked on brand strategies for Wales and Hong Kong.

The self-governing island competes with Jersey and the Cayman Islands as an offshore haven and tourist destination, and has established itself as a banking and high-tech centre.

It is currently trying to raise its profile within the film industry, promoting itself as a movie location.

It has also introduced 24-hour opening for all licensed premises on the island, including casinos.

The island plays host to the annual TT motorsport festival fortnight, which dates back to 1907 and takes place in May and June, attracting thousands of bikers and spectators to the island.

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