Launching on 27 February 2025, the new U&Original Bergerac series stars Damien Molony and showcases the stunning landscapes of our island, inviting viewers to experience Jersey like never before.
The ‘modern reimagining’ of Bergerac presents an opportunity to celebrate the show’s legacy in Jersey, whilst reaching a new generation of fans who will be eager to ‘set-jet’ to the featured locations.
TV and film are one of the most powerful drivers of tourism at the moment — according to research conducted by Expedia, over 50% of global travellers say that TV shows and movies inspire their travel plans, and 39% have booked a trip to a destination they saw on-screen.
Visit Jersey Bergerac Strategy
Magnifying Bergerac | The Strategy
Visit Jersey’s strategy for magnifying Bergerac is based on a two-phased approach, pre-transmission (pre-TX) and post-transmission (post-TX):
- Pre-transmission activity set out to promote the programme launch, generate excitement and build intrigue for Jersey as the captivating setting of the series.
- Post-transmission activity will amplify Bergerac exposure to boost consideration for Jersey (screen tourism). A dedicated Bergerac campaign targeting UK ‘Easy Explorers’ and ‘Moment Makers’ launches on the 27 February 2025 and runs until the start of April, to align with the airing of the first and last episodes.
Pre-transmission activity
February 2025 email newsletter
Organic social, email comms and web content
In the lead up to the series launch, Visit Jersey has shared original Bergerac-inspired content across its social channels, as well as leveraging UKTV previews and social activations such as the ‘Bergerac to Bergerac’ conversation between Damien Molony and original Bergerac actor John Nettles.
A dedicated Bergerac landing page has been created on jersey.com, sharing the latest Bergerac updates as well as more destination focused content and itineraries inspired by the show and its cast to drive consideration for Jersey.
PR coverage
The reimagined series has sparked significant interest internationally, creating ample opportunity for Visit Jersey to amplify exposure for the island through strategic PR efforts. Highlights of coverage secured to date include:
- Damien Molony’s ‘Ultimate Guide to Jersey’ in The Times
- ‘How to go set-jetting around this stunning Channel Island’ in Good Housekeeping
- ‘I’ve been visiting Jersey since I was a child, it remains astonishingly gorgeous’ in The Telegraph
- “Bergerac meets Bergerac: John Nettles and Damien Molony reveal references and Easter eggs” in Radio Times.
- Bergerac’s filming locations: How the TV cop is putting Jersey back on the map, in Time Out
London and Jersey premieres
Premieres in both London and Jersey brought together cast, crew and guests to celebrate the show’s iconic return, with Jersey shining bright on big screens at both locations. London attendees were treated to a glimpse of our latest brand campaign video, whilst those in Jersey watched special behind-the-scenes content shot during filming on the island at the end of summer 2024.
Trade and travel partnerships
We have partnered with Travel Weekly and British Airways to amplify the Bergerac launch. Activity includes:
- A Travel Weekly cover wrap launching on the 27 February, a homepage takeover, an email solus and social post.
- A full-page advert in BA Highlife Magazine April/May edition and OOH displays in the BA lounges at London Gatwick and London Heathrow.
Mural at Jersey Airport Arrivals
Airport wall mural
A large-scale mural featuring an iconic image of Damien Molony as Bergerac in front of La Rocco Tower has been installed in the arrivals area at Jersey airport, cementing Jersey’s position as the ‘home of Bergerac’ and encouraging visitors to stream the new series.
Post transmission activity
Alongside continued efforts across PR and organic social, this phase of activity is heavily weighted towards our dedicated Bergerac campaign which uses targeted media and creative to encourage fans of the new series to come and experience the island for themselves.
The creative approach
The creative territory we inhabit for our dedicated Bergerac campaign straddles two worlds – the dark and crime-themed one of Bergerac, and the bright and inspirational one of brand ‘Jersey.’
The audience
- The Bergerac campaign will target our two key segments of Moment Makers (MM) and Easy Explorers (EE). These audiences also align with UKTV’s specified target audiences, who are running a complementary campaign.
- For EE, the campaign aims to leverage strong familiarity with Jersey and a nostalgic bond to the original series of Bergerac to drive consideration.
- For MM, the campaign aims to increase awareness of Jersey via the airing of the new series of Bergerac to drive inspiration.
Campaign messaging
- Tone of voice aligns with the more fun, casual tone of our spring 2025 campaign (Where Sea Meets Soul)
- Main campaign headline is ‘Views you’d kill for.’ Stems from the well-known phrase that people use when they want something very much: ‘I’d kill for that…’, ‘wouldn’t you kill for….’ etc.
- Taps into the crime-themed world of Bergerac whilst playing on a universal idiom that works for the inspirational messaging of Visit Jersey.
- Bergerac and U logos are used alongside the Jersey logo, with a CTA to ‘stream the new series of Bergerac on U from 27 February’.
- CTA works for both UKTV and Visit Jersey: those who watch Bergerac will also have an increased awareness of Jersey and higher chance of considering Jersey as a holiday destination.
Channels and placements
This campaign focuses on specific media that will target potential viewers of Bergerac:
- Contextual programmatic advertising in UK, using Samba TV technology which retargets those who have either watched an episode of the new Bergerac series or any re-run episode of the original series. The retargeting means that we can turn interest in Bergerac into actual bookings to Jersey. Additional contextual advertising will target anyone visiting Bergerac-related websites with our ads.
- UK regional VOD and linear TV spots will see our ads around episodes of the new Bergerac series and re-run episodes of the original series.
- Paid social ads on Facebook and Instagram will ensure we target those interested in Bergerac and Jersey.
How can you maximise the opportunity too?
- We’re inviting industry partners to tune in, get inspired and bring a touch of murder-mystery to your own experiences. Whether it’s a themed cocktail (or mocktail), a detective-inspired tour, or a nod to the show in your guest experiences, there’s no better time to tap into the intrigue.
- By weaving Bergerac into your experiences, you can tap into a ready-made audience drawn in by the show’s extensive media coverage.
- ‘Set-jetting’ is a growing trend, and this is your chance to turn that interest into bookings. Capture new guests, raise your business’ profile and give visitors another reason to visit Jersey.
Have a Bergerac-inspired product idea? Make sure to upload it to our portal.
