Travellers continue to seek authentic, close-to-home experiences to relax and recharge, creating strong opportunities for Jersey in a challenging market.
Our 2026 strategy takes a digital-first, partnership-led approach, delivering tactical brand and trade campaigns combined to increase destination consideration, drive bookings and build sustainable long-term growth.
Informed by data and travel trends
Guided by consumer data, trends and airline and ferry partner booking insights, Visit Jersey is adopting a more agile, year-round model, aligning investment with consumer demand, balancing across the current early booking months of January and February and the growing trend toward later booking windows (May to July). This consistent presence will strengthen Jersey’s share of voice, when it matters, in a competitive travel market.
Tiny island. Warm welcome. Bursting with experiences.
In an increasingly competitive travel landscape, we are repositioning Jersey with a new brand statement: “Tiny island. Warm welcome. Bursting with experiences”. Developed through extensive research, consultation, and audience testing, this positioning reflects what sets Jersey apart and will underpin all future destination marketing activity.
The new statement is designed to:
- Champion our compact scale: Jersey’s size is one of its greatest assets. Visitors can experience more in a short break, exploring diverse landscapes, attractions, and cultural highlights without long travel times.
- Highlight our signature hospitality: research consistently shows that Jersey’s warm, friendly, and approachable atmosphere leaves a lasting impression on visitors. We will amplify this unique sense of welcome across all touchpoints.
- Celebrate the breadth of experiences Jersey offers, despite it being just nine by five miles in size.
Visit Jersey will integrate this new brand positioning across all marketing channels, including PR, brand campaigns, trade communications, and the content in newsletters, on jersey.com and social media.
Get involved
There are plenty of ways to get involved. From aligning with our campaign messaging and using the latest imagery and ready to use social edits, to ensuring your jersey.com listing is up to date and uploading compelling offers to feature on the campaign’s offers landing page.
Whether you’re part of Trade or Industry, simply select the section relevant to you below.
What’s the big idea?
Q1 brand campaign
Our Q1 brand campaign is divided into two phases, with the first phase launching on 26 December 2025. Digitally targeting people in the UK who reside close to key airports or the Poole and Portsmouth ferry terminals, this phase aims to raise awareness of Jersey by highlighting how much there is to see and do, as well as how easy it is to get here.
The second phase of the campaign will start on 05 January 2026 and digitally retargets those who saw phase 1 adverts. This time, the advertising will have airline, ferry and hotel offers, helping to turn interest into bookings by reaching an audience that is already warm. A dedicated page will be live on jersey.com, bringing together all offers from our partners.
In the UK, we will also run outdoor (OOH) advertising in busy commuter locations, including major rail stations, the London Underground, and inside trains, to catch people’s attention at peak travel times.
Digital/data first
Guided by insights from consumer trends, Visit Jersey’s past campaigns, jersey.com analytics, and booking data from airlines, the ferry operator, and tour providers, our 2026 tactical activity will take a digital-first approach, complemented by targeted outdoor (OOH) advertising in the UK in Q1.
Specifically, for the Q1 brand campaign, digital activity will include enhanced placements across social media (TikTok, Facebook and Instagram), YouTube, and Google Display, enabling precise audience geo-targeting and real-time optimisation.
This emphasis on digital allows us to reach the right audiences with precision, targeting by interests, geography, and behaviours, while staying agile and responsive to performance in real time. It also means we can track a wide range of metrics, from engagement and referrals to website visits and bookings, ensuring every campaign delivers measurable impact and value.
Partnership-led
Recognising the importance of driving bookings, we are inviting airline, ferry, hotel and tour operator partners to collaborate closely on brand campaigns featuring more offer-led messaging and creative.
Our new affiliate tracking with these partners enables near real-time visibility of bookings generated from our activity. This enhanced insight allows us to optimise campaigns more effectively and measure ROI with greater accuracy, helping to inform and improve both current and future activity.
Target audience segments
Following a review, we are now focusing our marketing on two key types of visitors: Easy Explorers and Authentic Adventurers. We’ve moved away from targeting Moment Makers because these two groups are a much better fit for what Jersey currently offers and for attracting new visitors who choose destinations based on their interests.
Both groups can be any age. What they have in common is their interest in the outdoors, curiosity, and desire for meaningful experiences rather than the typical “tourist” trip.
Authentic Adventurers are curious travellers who want real, local experiences. They love history, culture, nature, and discovering unique places. They enjoy being active and often like to explore off the beaten track to get a true feel for a destination.
Easy Explorers enjoy many of the same things especially the outdoors, history, and nature – although they prefer to take things at a gentler pace. They want to relax, switch off, and enjoy light activities while still experiencing something new.
Market focus
Our brand campaigns will continue to focus primarily on our core source market of the UK, while leveraging marketing collaborations with airline, ferry and tour operator partners to extend our reach into France and Germany. By using creative carefully developed to resonate with these international audiences, whilst leaning into our new brand statement, will ensure Jersey’s appeal is both culturally relevant but consistent across markets.
Addressing key challenges
Media timing, channels, campaign messaging and creative assets have each been planned and developed to directly address several of Jersey’s core marketing challenges:
- Low destination consideration during the trip-planning stage.
- Limited awareness of the island’s location and travel connectivity options.
- Outdated perceptions or misconceptions i.e. lack of things to see and do.
- The need to attract interest-driven audiences, such as outdoor enthusiasts and urban travellers, seeking space, nature, and escape.
New creative
Moving away from Where Sea Meets Soul, the new creative for our Q1 brand campaign is designed to
- Align with Jersey’s core product pillars: the Great Outdoors, History & Culture, and Food & Drink.
- Challenge the perception that there’s little to do here by showcasing just how much can be enjoyed within a small, easily accessible island. We’re packed with a surprising variety of outdoor, historic and food & drink experiences.
- Promote Jersey’s proximity, excellent connectivity and accessibility, paired with the warm welcome visitors can expect on arrival.
- Appeal to our two main audience groups – Easy Explorers and Authentic Adventurers – who are looking for real, meaningful experiences when they travel.
We’ve developed two creative executions: one to build awareness and inspire (“consideration”), showing things to do and see here; and the other to drive referrals and bookings (“conversion”). Both use a Polaroid-style frame, giving the images a personal, snapshot feel – almost like real memories from a Jersey trip. For older audiences, this style feels nostalgic. For younger travellers, it taps into the growing love of retro formats like film photography.
This creative style also encourages people to share their own photos and experiences, helping us spread authentic, real-life stories about Jersey across social media and other digital channels.
