Celebrating Liberation Day in Guernsey
Liberation Day in Guernsey is more than just a day of celebration; it's a day to honour one of the most significant chapters in our island's history. With 2025 marking 80 years of Guernsey's liberation, the island anticipated a memorable celebration that would both commemorate and celebrate the anniversary and be inclusive for all generations.
Black Vanilla was employed by the States of Guernsey to support with event organisation, PR and social media to ensure the smooth running and promotion of this ambitious celebration.
The Challenge
The public expectation of Liberation Day is high, even more so in an anniversary year.
The schedule and tone of the day must always maintain a careful balance. Keeping alive the memory of our wartime generation, honouring those who served or evacuated, deported or stayed in Guernsey for the Occupation is a critical consideration, whilst also designing an event that islanders of all ages can enjoy.
The goal was to engage all generations but remain respectful of the history. Black Vanilla was tasked to work with the States of Guernsey team to create a memorable and entertaining event that incorporated traditional elements and new experiences.
The logistical complexity was significant: the event spanned multiple locations and needed to safely welcome thousands of people to the island's seafront. From closing roads to coordinating infrastructure, and managing press, vendors, and security, every detail demanded foresight and flawless execution.
The Black Vanilla Approach
To achieve these ambitions, Black Vanilla began preparations almost immediately after the previous year's Liberation Day in 2024. The team, with more than 20 years' experience between them, meticulously planned the event in collaboration with the States of Guernsey to cater to all demographics.
Here's how we did it:
Early Planning and Team Coordination
The work began in September with regular team meetings and coordination with the States of Guernsey. Meetings grew from fortnightly to weekly as the event date approached, reflecting the scale, complexity and significance of the event.
Every decision was time-sensitive, required collaboration across multiple departments, and had to be robust enough to adapt to last-minute changes – from weather warnings to crowd surges.
Inclusive Design and Engagement
The team focused on creating spaces for different age groups and interests to ensure maximum inclusivity. They implemented zones such as reflective morning areas and lively evening stages, whilst live-streaming certain parts for those unable to attend in person.
Emphasis on Accessibility
Accessibility was key for our elderly wartime survivors and young families. Initiatives included installing 500 seats along the parade route and early communications with disability groups to ensure everyone was catered for.
There was also a public 'quiet hour' held at the Vintage Fair between 10am – 11am on the two days following Liberation Day. All rides were free with lower music and lighting levels for those who would benefit from a more relaxed environment.
Community and Stakeholder Engagement
Delivering a day of this scale wouldn't have been possible without buy-in from the wider community. Black Vanilla coordinated with the States of Guernsey, schools, volunteer organisations, the emergency services, and local businesses. A dedicated media team ensured consistent public updates across radio, social media, print, and event signage.
The Results
The event ran seamlessly, with overwhelming positive feedback from the community. Some notable results included:
Widespread participation: An estimated 20,000 people attended the seafront events, reflecting the diverse appeal of the celebrations, and thousands more participated through related activities across Guernsey.
Successful communication and reach: The use of a carefully planned media and communication strategy kept the public well-informed on every activity taking place. The team achieved significant engagement and interactions across social media platforms, reaching millions of views.
Community and volunteer support: The backbone of the event’s success was the extensive network of volunteers and community groups who gave up their time and resources to support the island-wide celebrations.
The results
Facebook:
- 1.9M views +427%
- 20.4k interactions +607%
- 62.5k page visits +830%
- 1.7k follows +475%
Press
- Over 50 pieces of coverage
- Almost 20 press cuttings
On the day:
- We walked almost 290,000 steps as a team
- 63 stalls on North Beach & Castle Emplacement
- Over 2,000 chairs
- Almost 300 tables
- 250 barriers
Get in touch to find out more about our events offering by contacting natalie@black-vanilla.co.uk and Krista@black-vanilla.co.uk