Visit Jersey’s autumn-winter campaign is an evolution of Where Sea Meets Soul spring-summer, which launched in March 2024. The first iteration of the campaign, which encouraged tourists from the UK, Germany and France to see Jersey as a ‘breath of fresh air,’ used stunning aerial photography to showcase the island’s incredible natural beauty and positioned it as an ideal, year-round destination for outdoor experiences, coastal adventures, local gastronomy and rejuvenating wellness opportunities.
Building on the success of Where Sea Meets Soul spring-summer, which brought 350k unique users to jersey.com and 59.5k referrals to partner sites, the autumn-winter digital-first campaign will have a particular focus on driving conversion, whilst continuing to increase brand awareness. Brand new imagery and video footage has been captured to appeal to Easy Explorers and a new younger segment Moment Makers who we are targeting as a growth opportunity. The campaign launches on 02 September and runs until 14 October, predominantly targeting UK audiences to book a short break to Jersey this autumn and winter.
Our Updated Approach
Always-on
Informed by data
Campaign Messaging
Working with industry to drive conversion
Channels and placements
Partnerships
Audience
Territories
What's the big idea?
Our island story has been shaped by the sea. Where Sea Meets Soul celebrates the elemental magic in our fresh sea air and wild beauty that will leave visitors feeling renewed, reinvigorated and restored.
The campaign showcases Jersey’s stunning coastline and countryside, rich history and culture, vibrant foodie scene and many wellness opportunities to inspire visitors to book a short break to Jersey this autumn and winter.
Download our campaign imagery, video and assets here.
Tackling challenges head on
The campaign assets and approach address four key challenges faced by the island:
- Low destination awareness
- Lack of understanding about the island’s location
- Outdated perceptions of the island that there’s not much to do / it’s only for older visitors
Where Sea Meets Soul brings in a fresh new look and feel that addresses outdated perceptions of Jersey.
Distinct propositions for each of our five core product pillars have been developed which resonate closely with our audience’s motivation to travel, highlighting compelling reasons to visit year-round.
New assets include a mixture of Easy Explorer and Moment Maker models and focus on showcasing the five pillars. Stunning aerial footage continues to show the connection between land and sea, and demonstrates the expansive, dramatic feel of the island’s coastline.
Strong emphasis is placed on the ease of travel connectivity from the UK and Europe through maps, graphic devices and geographical anchors on every creative execution, providing a strong sense of place.
Creative Assets
The creative campaign assets are designed to appeal to our Easy Explorer and Moment Maker segments, with some specifically for brand awareness and others specific for the conversion campaign.
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. Images and a few carefully selected words can transform your promotional effort. Download our Media Plan here to align with our activity.