G8 – Voice of Guernsey Business Insight
A targeted campaign that turned consideration around key policies into meaningful local action.
Amplifying the voice of local businesses ahead of the 2025 Guernsey election, building on insights from the Voice of Guernsey Business Insight report.
Service areas: PR
Sector: Financial services, local businesses, public affairs
Campaign length: April – July 2025
The brief
Eight local businesses and charity organisations collaborated on a survey, the Voice of Guernsey Business Insight report, to identify the most pressing policy priorities for government action and to educate candidates running in the 2025 Guernsey Election. Black Vanilla helped promote the report’s findings and developed a series of targeted calls to actions to give the campaign focus.
This element was crucial as the report found that significant change was needed. It revealed critical challenges were holding back economic growth and business success including housing and cost of living, government delivery and connectivity, to name a few. While these challenges were complex, they were also interconnected, and progress in solving one or more of these would create a positive knock-on effect. The overwhelming conclusion was that collaboration, exemplified by the report and campaign, could unlock sustainable economic growth.
What would success look like? Candidates interacting with the survey’s findings, attending events held by G8 associations, the voting public considering candidates who took this information on board and the future assembly considering policy areas mentioned.
What Black Vanilla did
- We extracted ideas from the report to form a PR campaign, aligned the messaging for each association involved and shared results through a dedicated website
- Planned and delivered PR campaign materials including press releases, media interviews and opinion pieces by stakeholders
- Created phrases for stakeholders to share on social media when amplifying results with their individual audiences
- Managed stakeholder and media engagement
- Organised a webinar and flagship pre-election in-person event
- Tracked social mentions and media performance, and shared recommendations
The impact
- Since the election, two key calls to action have been picked up by the new assembly
- The website showcasing the results has attracted nearly 8,000 views – a significant reach for Guernsey's population
- We delivered 44 different editorial and broadcast news items, TV and radio interviews and opinion pieces
- Our owned events (webinar and flagship pre-election in-person event) were attended by nearly every candidate
- Over 25% of candidates spoke about G8 pledges and findings in campaigns
Why it worked
The survey took place in January 2025 with nearly 400 respondents. This started conversations with stakeholders involved in the local business community. Focusing our campaign on the three months leading up to the election, when candidates were planning their manifestos for the voting public, was crucial as it also amplified the voices of the voting public considering candidates.
The survey results themselves were valuable to discuss as they gave proof points to key policy areas that needed to be discussed and gave candidates and the future assembly direction for what the island needed.
By having a digital website, it made it accessible for the wider community and served as a central hub for all associations to share and refer to for statistics and results. News was shared with broadcast and print media for the voting public to digest, and in-person events allowed people to have their voices heard and questions answered.
Get in touch to find out more about our PR offering by contacting chloe@black-vanilla.co.uk and katy@black-vanilla.co.uk