Timeout Advertising

Summary

The requester asked for the agreement, financial records, and performance metrics regarding a Timeout advertising article about the Isle of Man. The Department for Enterprise provided the agreement and financial details via email and disclosed specific traffic and engagement statistics for the campaign.

Key Facts

• The request was received on 2021-10-22 and concluded on 2021-11-09 with all information sent.
• The advertising campaign was part of a package aimed at raising awareness of the Isle of Man as a short break destination.
• The Timeout article generated 4,686 views and 190 clicks to the Visit Isle of Man website.
• A sponsored newsletter was sent to 101,665 recipients with a 29% open rate.
• The newsletter campaign resulted in 503 clicks to the Visit Isle of Man website.

Data Disclosed

• 2021-10-22
• 2021-11-09
• 2050065
• 4,686
• 190
• 101,665
• 29,763
• 29%
• 503
• 29 Oct

Original Request

1) A copy of the agreement that led to this article: https://www.timeout.com/london/things-to-do/10-things-to-experience-in-the-isle-of-man-this-winter 2) Financial records that led to this article: https://www.timeout.com/london/things-to-do/10-things-to-experience-in-the-isle-of-man-this-winter 3) Key performance indicators or other measurement of the success (or otherwise) of this article: https://www.timeout.com/london/things-to-do/10-things-to-experience-in-the-isle-of-man-this-winter

Data Tables (1)

Data Tables (reformatted)

Full Response Text

Freedom of Information Co-ordinator 1st Floor, St Georges Court Upper Church Street, Douglas Isle of Man IM1 1EX

Telephone: (01624 682381) Website: www.gov.im/ded Email: anthony.walker@gov.im

Our ref: 2050065 9 November 2021

Dear ###

We write further to your request which was received on 22 October 2021 and which states:

"1) A copy of the agreement that led to this article: https://www.timeout.com/london/things-to-do/10-things-to-experience-in-the-isle-of- man-this-winter 2) Financial records that led to this article: https://www.timeout.com/london/things-to- do/10-things-to-experience-in-the-isle-of-man-this-winter 3) Key performance indicators or other measurement of the success (or otherwise) of this article: https://www.timeout.com/london/things-to-do/10-things-to-experience-in- the-isle-of-man-this-winter"

Our response to your request is as follows: 1. Email attached relating to agreement that led to the article (which was part of a package); 2. Same email attached also covers the financial records that led to this article (which was part of a package); 3. Key performance indicators as per below.

The marketing objectives of Visit Isle of Man are to raise awareness and consideration of the Isle of Man as a short break holiday destination. Metrics to measure performance against these objectives include target audience reach (how many people in our identified target audience segments are we able to reach), volume of traffic to the Visit Isle of Man website. One of the sub-metrics within volume of traffic is to measure the volume of referral traffic as this is a powerful way to build brand awareness and gain valuable backlinks for SEO ranking purpose, which is highlighted below within ‘number of clicks’.

Time Out online article (stats as at 29 Oct) Article views: 4,686 Number of clicks from the article to visitisleofman.com: 190 Time Out sponsored newsletter (stats as at 29 Oct) Total Send: 101,665 recipients Total Opens: 29,763 % Opens: 29% Number of clicks from the newsletter to visitisleofman.com: 503

Please quote the reference number 2050065 in any future communications.

Your right to request a review

If you are unhappy with this response to your freedom of information request, you may ask us to carry out an internal review of the response, by completing a complaint form and submitting it electronically or by delivery/post.

An electronic version of our complaint form can be found by going to our website at https://services.gov.im/freedom-of-information/Review . If you would like a paper version of our complaint form to be sent to you by post, please contact me and I will be happy to arrange for this. Your review request should explain why you are dissatisfied with this response, and should be made as soon as practicable. We will respond as soon as the review has been concluded.

If you are not satisfied with the result of the review, you then have the right to appeal to the Information Commissioner for a decision on; 1. Whether we have responded to your request for information in accordance with Part 2 of the Freedom of Information Act 2015; or 2. Whether we are justified in refusing to give you the information requested.
In response to an application for review, the Information Commissioner may, at any time, attempt to resolve a matter by negotiation, conciliation, mediation or another form of alternative dispute resolution and will have regard to any outcome of this in making any subsequent decision. More detailed information on your right to a review can be found on the Information Commissioner’s website at www.inforights.im. Should you have any queries concerning this letter, please do not hesitate to contact me. Further information about freedom of information requests can be found at www.gov.im/foi.

I will now close your request as of this date.