Jersey’s not a summer fling, it’s a year-long sunshine feeling.
We’re delighted to launch our autumn campaign, which is an evolution of Jersey. Curiously Brit...(ish). We're inviting visitors to roll out a picnic rug and take in a fiery sunset over the Atlantic sea, forage for wild blackberries on gentle country lanes that lead to crystal clear views over France, bask in late-summer embers over al fresco aperitifs, then paddle their feet in sheltered bays when our waters are at their warmest.
The spring/summer campaign delivered a strong performance, driving an increase in the appeal of Jersey in the UK. For those audiences seeing our Jersey. Curiously Brit...(ish) campaign, the appeal of the destination increased by 20%, indicating that the messages have a positive impact on how Jersey is perceived and considered amongst travellers.
Building on this success, the autumn campaign is an evolution of Jersey. Curiously Brit...(ish). It aims to drive awareness and interest in Jersey as a holiday destination for all seasons, with a focus on bookings from September to November. It encourages prospective visitors to think differently about Jersey and tap into their motivations to travel out of season, by serving up creatives that offer a refreshingly different twist on the familiar British break. We will surprise and delight them with curiously continental influences providing them with compelling reasons to visit.
We know our target audience is craving new and exciting holiday experiences. Our key customer segments have been identified as Authentic Adventurers, Culture Chasers and Easy Explorers. Through qualitative research and in depth interviews we have detailed insights into their key motivations for travel, how they travel, what they are looking for in a destination, inspirational source and media consumption and what activities appeal to them. They are looking for outdoor adventure, coastal and rural landscapes, heritage and culture and food and drink. We also know that they are likely to take short breaks during the autumn months, particularly our Easy Explorers.
We have created adverts that target our individual segments, but still have a broader appeal to a wider audience. Each advert highlights Jersey’s curiously continental side by sharing a twist on the familiar British holiday. We highlight our proximity and connectivity to the UK but continue to surprise our audience with how unique, quirky and different. Jersey is as an island for all seasons.
There are 4 x campaign videos – Mini discoveries that explore Jersey’s curiously continental feel. There are 20 second and 15 second versions of the edits. We have also created 2 x new newsbrand print assets. A suite of campaign imagery and video assets is available in the media library from 29 August.
We are deploying an integrated campaign to optimise consideration and decision making amongst our audience. This will be achieved across a wide range of media channels including broadcast advertising (live TV, VOD, Print and OOH), digital display (programmatic, display, website, SEO, PPC and social) and through partnerships with transport partners and tour operators.
How to get involved
We need your support to amplify the story, whether it is sharing the campaign messaging, using a stunning campaign image or ensuring your jersey.com listing reflects how your business will be celebrating the campaign theme. Using the campaign messaging and images will allow to get involved easily. Images and a few carefully selected words can transform your promotional effort.
September is the perfect time to visit Jersey and is also the time when our airline and tour operator partners share specific offers and limited time deals.
The British Airways sale launches in August and our Jersey Curiously Brit...(ish) campaign is included to encourage travel during the autumn months. Keep an eye out for the High Teas in outdoor locations across London and the South East and listen to see how we bring our campaign to life through radio.