The Isle of Wight is turning its tourism focus from promoting its ‘Dinosaur Island’ campaign – which has been active for the past two years – to a new campaign putting the Garden Isle’s landscape at the heart of its marketing message.

Led by tourism body Visit Isle of Wight, efforts will be made to promote the island’s parks and gardens, arts, open spaces and local food and drink scene, with garden festivals and horticultural shows – also being explored for a potential large-scale event in 2016.

The campaign will look to target visitors from mainland UK and Europe, with activities hoping to encourage first-time visitors to the island for both short-term breaks and longer holidays.

The marketing and PR activity will be especially geared to attracting mid-week and weekend breaks for visits to hotels and guest houses. The promoters will also aim to improve the Island’s profile as a camping and outdoor activities destination.

The Dinosaur Island campaign has proved a hit for the island, with longer holidays up more than 16 per cent over the summer, while the new campaign is set to kick off during 2015.