The government today launched a new campaign designed to lure more visitors to the island.

’Isle of Man - The Extraordinary Story’ has been in development for several months and highlights Manx culture and heritage and the island’s attractions and outdoor activities.

It will run for at least three years.

The inititative comes after the Department for Enterprise was stung by news that the number of tourists had slumped 8.9% in a year.

Rob Callister MHK, the DfE member responsible for tourism, said: ’The campaign initially encompasses digital advertising, print advertising and social media.

’Our visitors can cram in so much within a short time of arrival and can be visiting one of our fantastic castles or heritage attractions, and then within half an hour can be out enjoying some sea kayaking or taking in one of our wonderful scenic walks. By which time they will want to indulge in some of the best food and drink produce that can be found in Britain.’

The centrepiece of the campaign is a 90-second film which features a host of Isle of Man-based creative people. The voiceover was narrated by Isle of Man resident, John Rhys Davies, whose work is familiar to millions from his TV and film work - in particular the Lord of The Rings trilogy.

The music was composed and performed especially to accompany the film by one of the Isle of Man’s most respected traditional musicians, David Kilgallon, supported by Shane Kerwin.

David is a member of popular Celtic trad group Mec Lir.

He said: ’I have felt honoured to write something for this film which I feel has captured an accurate spirit of the island. As a Manxman I’m also proud to be able to have provided music based on an old collection from Thomas Kermode and bring it back to life. It has been a challenge but by pulling together a capable team of Manx musicians and engineers I was confident we could produce real quality.’