Alderney Tourism Annual Report 2009

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Mission Statement
To market the island as a tourist destination, as well as business, e-commerce and investment. To efficiently achieve this within the remit of the allocated budget, using the most cost-effective marketing tools, such as, press relations, namely press visits, editorial, advertising, advertorial, event supports, exhibitions, brochures, posters, e-mail marketing and website.

Strategy
The campaign continued to be specifically targeted to the niche markets, these being the special interests such as Wildlife, Walking, Angling, Sailing, Golf and Aviation. The over 50’s and couples with a high disposable income, no children, or children who have left home, and young affluent families, were included, with Alderney being marketed as a safe, relaxing and peaceful destination. The key geographical areas being Jersey, Guernsey, France and UK, specifically the South of England, Cornwall, Wales and the Home Counties.

Budget
The tourism budget was held at £114,000.

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