Isle of Wight takes families on a bear hunt with new tourism campaign

The Isle of Wight’s tourism body is teaming up with the filmmakers behind a remake of classic children’s book We’re Going on a Bear Hunt to bring the story to life for its latest marketing campaign.

The year-long campaign – Visit Isle of Wight’s largest to date – is based on Bear Hunt Films' adaption which premiered to an audience of more than eight million in 2016 and screened again over the Christmas period in 2017 on Channel 4 and E4.

It will feature a series of themed weekend events targeted at families on the British mainland. Hosted by the National Trust, the Bear Hunt nature-themed activities will introduce young children to the wildlife around them as they hunt for hidden bears across meadows, woods and sandy beaches.

In addition to the special events, 750,000 holiday postcards have been mailed to demographically profiled families and individuals, with the invitations urging visitors to go “swishy swashy through the long wavy grass; splish, splosh through the deep cold river; and squelch squelch through the thick oozy mud”.

2018 also marks the 175th year of the opening of Blackgang Chine – Britain’s oldest amusement park.

In light of this, 2018 is being promoted as the 175th year of family entertainment on the Isle of Wight.

“The We’re Going on a Bear Hunt story, its location and proud sense of family adventure resonate so well with our heritage and values,” said Simon Dabell, chair and CEO of Visit Isle of Wight.

“This is a unique experience for visitors to embark on an adventure trail that sees them exploring the island and then meeting the bear.

"What's brilliant about ‘We’re Going on a Bear Hunt’ is that it resonates with an audience across the generations – it’s hugely popular and we’re proud to partner with this classic brand.”