DIARY: 'Repositioning' of Guernsey opens opportunity

A media campaign set to break this week is a rebrand of the channel

island of Guernsey.

It is receiving a 'creative makeover' from London-based agency

Futurebrand. The revamp is focused solely on tourist visitors, under the

banner 'Naturally Guernsey'.

It draws on features such as cliff walking, clean beaches, and the

general landscape.

The project saw the agency undertake workshops and research with members

of the public in the UK, France and Germany, as well as the island

business community, in an effort to settle on the ideal brand for


There is at least one group of consumers who were intrigued by details

of the campaign.

Pedants in the PRWeek office were delighted to learn that the island is

being 'repositioned' as part of the campaign.

If they wish to really boost visitor numbers, Diary recommends the

Mediterranean as an optimal position.

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