Love Manx Christmas Ad 2025

Summary

A request was made for production costs, business contributions, and internal planning documents for the 2025 Love Manx Christmas advertisement. The Department for Enterprise disclosed all requested information, including specific costs, confirmation of no business fees, and the full marketing brief.

Key Facts

• The total production cost for the 2025 video was £10,000 excluding VAT.
• The 2024 video cost £10,150 excluding VAT, plus an additional £1,000 for music licensing.
• No businesses featured in the 2025 advertisement paid fees or made financial contributions to appear.
• The campaign targets all adults on the Isle of Man, with priority given to Millennials and Gen X parents aged 25-55.
• The marketing brief was sent to three potential suppliers in line with procurement guidelines.

Data Disclosed

• £10,000
• £10,150
• £1,000
• 2025
• 2024
• 25-55 years
• 16-25 years
• 15 December 2025
• 16 January 2026
• 3 potential suppliers

Original Request

Dear Sirs In respect of the Love Manx Christmas Ad 2025 available at https://www.businessisleofman.com/love-manx/ please provide me with the following information: 1 - The total production cost of the 2025 advertisement, and for comparison, the total production cost of the 2024 advertisement. 2 - Whether any of the businesses featured in the 2025 advertisement paid fees or made financial contributions to appear, and if so, the total revenue raised from such contributions. 3 - Copies of internal documents relating to: a) The marketing brief for the 2025 campaign b) The defined target audience(s) c) Any estimated or projected financial impact for featured businesses d) The success criteria established for measuring campaign effectiveness 4 - Documentation showing how feedback or evaluation from the 2024 Love Manx campaign was incorporated into the planning and development of the 2025 advertisement. 5 - The number of businesses featured in the 2024 advertisement compared to the 2025 advertisement, and any documented reasons for the change in participation levels. 6 - Any internal cost-benefit analysis or value-for-money assessment conducted before commissioning the 2025 advertisement.

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 686400) Website: https://www.iomdfenterprise.im/

Our ref: 5172065 16 January 2026

Dear ###

We write further to your request, received 15 December 2025, which states:

"Dear Sirs

In respect of the Love Manx Christmas Ad 2025 available at https://www.businessisleofman.com/love-manx/ please provide me with the following information:

1 - The total production cost of the 2025 advertisement, and for comparison, the total production cost of the 2024 advertisement.

2 - Whether any of the businesses featured in the 2025 advertisement paid fees or made financial contributions to appear, and if so, the total revenue raised from such contributions.

3 - Copies of internal documents relating to: a) The marketing brief for the 2025 campaign b) The defined target audience(s) c) Any estimated or projected financial impact for featured businesses d) The success criteria established for measuring campaign effectiveness

4 - Documentation showing how feedback or evaluation from the 2024 Love Manx campaign was incorporated into the planning and development of the 2025 advertisement.

5 - The number of businesses featured in the 2024 advertisement compared to the 2025 advertisement, and any documented reasons for the change in participation levels.

6 - Any internal cost-benefit analysis or value-for-money assessment conducted before commissioning the 2025 advertisement."

Our response to your request is as follows:
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1 - The total production cost of the 2025 advertisement, and for comparison, the total production cost of the 2024 advertisement.

• 2025 video: £10,000 excl VAT
• 2024 video: £10,150 excl VAT (+ £1000 for music licensing fee)

2 - Whether any of the businesses featured in the 2025 advertisement paid fees or made financial contributions to appear, and if so, the total revenue raised from such contributions.

No fee or financial contribution was made by any business.

3 - Copies of internal documents relating to:
a) The marketing brief for the 2025 campaign

The following brief was sent to 3 potential suppliers in line with procurement guidelines:

Love Manx Shop Local Christmas Campaign 2025 – Video Brief

Campaign background

The Love Manx Christmas Campaign reminds the Isle of Man community to support local businesses and experiences during the festive season. While shopping locally remains a core message, the campaign also champions the Island’s hospitality, leisure, services, food & drink producers and unique experiences. The annual Christmas video is a key highlight, aiming to drive awareness, engagement, and footfall for a diverse range of local businesses.

Social media platforms:

• Love Manx Facebook: https://www.facebook.com/lovemanx.im/
• Love Manx Instagram: https://www.instagram.com/lovemanx.im/

Previous videos:

• 2024: https://youtu.be/0q8Bm7otM7w?si=FEwHseMe61mZ1qMu
• 2023: https://youtu.be/kfRXkA7Gzu4?si=LypMv2l8PDA6XeGj
• 2022: https://youtu.be/wTutAJlun-Q?si=NOwaLb77jSJ_v63H
• 2020 and 2021: https://youtu.be/_U7622-TjlA?si=YswBp8Mk8iilJQK0

Campaign’s key messages:

Concepts should cover at least one of the following:

• Customer benefits: Value, convenience, unique gifts, and experiences.
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• Community impact: Every pound spent locally supports jobs, businesses, and vibrant towns.
• Personal touch: The customer service, care, and joy that comes from local business owners.

Objectives:

We are seeking a creative supplier to develop concepts for the 2025 Love Manx Christmas Campaign video. The successful concept will move to storyboard and filming.

The video objectives are:

• Spread awareness and benefits of shopping on Island, this festive season.
• Create an emotive, memorable video that resonates with the Manx public and supports vibrant town centres.
• Drive awareness, engagement, and footfall for local businesses.

Target audience:

All adults living on the Isle of Man.

Our key target groups, in order of priority are:

• Millennials and Gen X Parents (25-55 years)
• Future Shoppers/Gen Z (16-25 years)
• Traditional Shoppers (55 plus)

Video success criteria:

• 1-minute views
• Video average play time
• Engagement metrics: likes, comments and shares

Scope of work:

Suppliers are invited to submit up to four concepts for a 60–90 second video advert that aligns with the campaign’s objectives.

Creative requirements:

• Blend messaging: Combine storytelling with clear messaging.
• Coverage: Feature businesses and experiences from across the Island, not just Douglas.
• Inclusion: Use real people and local businesses where possible.
• Music: Local singers or music with a Manx touch are encouraged. The use of previous campaign music is optional. Please see ‘additional notes’ for details.
• Adaptability: Concepts must be adjustable to 9:16 format for reels and TikTok.
• Length: 60–90 seconds.
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Videography & production options:

We are open to two approaches for the Christmas campaign video:

• Option A: Commission a single creative supplier to deliver the full video package - including concept developments, storyboarding, filming, and editing.
• Option B: Appoint a creative lead separately and continue to use the Department’s videography contract for filming and editing, as in previous years.

Instructions for suppliers:

You are invited to submit a quote for either Option A (full package), Option B (creative only), or both - depending on your capabilities and interest.

Submission requirements:

• Concepts: Up to 4 proposed concepts for the campaign, with explanations of how they meet the brief and key messages. Please only include bullet points outlining your concept ideas and no images are required at this stage.
• Examples of previous work: Provide samples that demonstrate your ability to deliver high-quality campaigns.
• Cost breakdown: A detailed breakdown of costs, including a) Creative lead
b) Storyboard commission: Costs associated with creating and refining the storyboard for the selected concept.
c) Music*
d) Props and locations: Planning costs for any necessary props and filming locations.
e) Talent: Meals and or fee for actors if applicable
f) Management and coordination: Management of permissions and coordination with local businesses.
g) Videography and editing (If applicable)
• Timeline: Provide a proposed timeline, working back from the video release date of 14 November. A supplier will be chosen on or before 1 October.

Additional Notes:

• Please do not submit storyboards at this stage. The successful applicant will be asked to progress one concept to storyboard and filming.
• * Music: If you choose to use from the following songs (‘Spread a little love this Christmas’ or ‘Here’s to another year’) from the previous Christmas videos, Business Isle of Man will pay the £1000 licensing fee as it covers a broad range of use. In that case, do not include in your quote. If music is licensed from an online library for use only in the video, please include the cost as part of your quote.

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3 - Copies of internal documents relating to:
b) The defined target audience(s)

Please see above.

3 - Copies of internal documents relating to:
c) Any estimated or projected financial impact for featured businesses

The Department does not hold information relating to the estimated or projected financial impact for featured businesses.

3 - Copies of internal documents relating to:
d) The success criteria established for measuring campaign effectiveness

Please see above.

4 - Documentation showing how feedback or evaluation from the 2024 Love Manx campaign was incorporated into the planning and development of the 2025 advertisement.

Following the 2024 campaign, businesses and stakeholders provided feedback through surveys, a focus group, and board consultations. Key points raised included:

• The campaign was positively received for its focus on community and customer service.
• Businesses requested more videos to showcase a wider range of businesses, locations, and experiences.
• There was a desire for a stronger blend of “community” and “local economy” messaging, combining emotional appeal with practical reasons to shop local.
• Some felt previous videos were too quick or busy, and wanted a better balance between emotional storytelling and showcasing actual products and services, as well as more coverage across the Island, not just central locations.
• Stakeholders recommended moving beyond basic view counts as a measure of success. •
Actions taken for 2025:

• The 2025 advertisement incorporated community spirit, customer service, and the experiences available when visiting local shops, as well as highlighting the economic impact of shopping local. For the first time, shopkeepers spoke in the advertisement.
• To broaden business representation, we worked with a social media agency to produce reels and content featuring diverse businesses from across the Island. While the main advertisement focused on a clear message and could not include many businesses, these additional reels allowed wider participation.
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• The main advertisement included a leisure business to represent the leisure sector and experiences.
• Success metrics were updated: reporting for the advertisement now includes 1- minute views rather than just total views, reflecting a shift towards measuring meaningful engagement.

5 - The number of businesses featured in the 2024 advertisement compared to the 2025 advertisement, and any documented reasons for the change in participation levels.

In the 2024 advertisement, 6 businesses were featured, with a further 2 businesses mentioned in a Facebook post.

In the 2025 advertisement, 5 businesses were featured.

The number of businesses included in each main advertisement was determined by the requirements of the storyboard, to ensure a clear and effective campaign message. However, a significantly larger number of businesses participated in the wider campaign through social media and media partnerships. New to 2025 to increase business participation, a survey was conducted to invite businesses to express their interest in being involved.

In total, over 180 different local businesses were featured across all campaign activities, including those appearing in campaign content, being mentioned within campaign materials, or having a post of theirs shared.

6 - Any internal cost-benefit analysis or value-for-money assessment conducted before commissioning the 2025 advertisement.

Before commissioning the 2025 advertisement, we approached three suppliers and met with each to discuss the campaign brief, which was informed by stakeholder feedback. Of the three, one supplier did not submit a quotation. Of the remaining two, we used an award matrix and selected the supplier who provided the lower quote and whose storyboard met our requirements better. This represented the best value for money in terms of both cost and quality, and the total spend was less than the previous year.

Please quote the reference number 5172065 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 7 | P a g e
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.