Better Journeys Week 2026
A coordinated PR and social media cross-island campaign that combined authentic storytelling with strategic PR to encourage more sustainable travel throughout Better Journeys Week.
Service areas: PR and social media
Campaign length: February – May 2026
The brief
Black Vanilla has partnered with the Better Journeys Project since 2024, delivering Better Journeys Week for three consecutive years. For the 2026 campaign, the aim was to raise awareness of active and sustainable travel across Guernsey, Jersey and, for the first time, the Isle of Man. We were tasked with executing a coordinated PR and social media campaign to encourage islanders to make small, positive changes to their daily journeys over the course of the week.
What Black Vanilla did
- Developed and delivered an integrated PR and social media campaign spanning three jurisdictions.
- Produced 11 participant videos, from briefing contributors through to editing and publishing content.
- Created campaign graphics and social media content for Facebook, LinkedIn and Instagram.
- Wrote and distributed pre- and post-event press releases for each jurisdiction, managed media relations and coordinated interviews.
- Measured campaign performance and shared data-driven recommendations for future campaigns.
The impact
- Secured 16 pieces of media coverage, including BBC, ITV, Guernsey Press, Bailiwick Express, Channel Eye, Island FM, Manx Independent and Manx News.
- Produced 11 campaign videos, with video content becoming the strongest-performing content across all platforms.
- On Facebook, we generated 39,800 impressions (+1,464%) and 18,400 video views. (+39,091%)
- On LinkedIn, we generated 10,900 (+7,672%) impressions during the campaign.
- On Instagram, we reached 1,700 people (+86,800%) and had 3,000 views (+75,225%)
- Helped establish Better Journeys Week as a recognised annual campaign in the Channel Islands and launched the campaign in the Isle of Man. This coordinated, cross-island campaign increased awareness through authentic stories and consistent messaging.
Why it worked
The campaign focused on real people making realistic changes to their daily journeys rather than simply promoting the initiative. By sharing authentic stories and combining coordinated PR activity across three jurisdictions with engaging social media content, we made sustainable travel feel accessible and achievable. A video-first content strategy maximised engagement on social media while regional media relations ensured the message reached audiences beyond digital channels, creating a cohesive campaign that resonated.
Get in touch to find out more about our PR and social media offerings by contacting chloe@black-vanilla.co.uk and krista@black-vanilla.co.uk