Where Sea Meets Soul

Our campaign messaging maintains focus on our segments’ key interests and motivations to travel. Our pillars of ‘serenity,’ ‘heritage’, ‘tidal range’ and ‘opportunities (compact island)’ were selected using data and insight gathered during a focus group.  These are key differentiators that set Jersey apart from its competitors  key messaging and creative is built.  A more fun, casual tone of voice to add freshness and local authenticity, with a Jersey-born voiceover artist has used for the video edits. Messaging across the distinct landing pages is tailored to our two key segments, with inspirational messaging for the awareness phase and interest-focused messaging for the consideration phase.

Striking aerial photography and videography continues to deliver impactful visuals, now paired with more action-packed and detailed imagery to enrich the storytelling.

Informed by detailed insights from Visit Jersey’s recent campaigns, the spring brand campaign takes a digital and data first approach, allowing us to be targeted in our advertising and helping our spend go much further.

In December 2024, Visit Jersey launched a series of partnership campaigns with leading travel brands – including Expedia, Hotels.com, easyJet Holidays, Jet2 and Blue Islands – to help drive bookings and build momentum ahead of this spring-summer brand campaign launch. By advertising in January, we also play into the shorter booking lead time for Jersey of four to six weeks. We are also able to stay in market longer, giving us a stronger share of voice.

The spring campaign will again target our two key segments based on their motivations, needs and behaviours when they travel. There is an increased focus on targeting our Easy Explorers while continuing to nurture the Moment Makers, a younger demographic with potential growth opportunity. We’ve created a new bank of Easy Explorers and Moment Makers focused creative assets, along with placing budget behind separate Easy Explorers and Moment Makers focused media. As part of this shift towards a more targeted campaign, audience-specific landing pages have been built.

Whilst the campaign will focus predominantly on our key source market of the UK, we will be broadening our reach into France and Germany, aiming to drive awareness and interest in Jersey from these markets. Importantly, the campaign messaging and creative has been developed so that it resonates with these international audiences.

This campaign continues to focus on more specific media targeting for each audience. Due to the success of the use of cinema in the spring-summer 24 campaign, this format will be used again. Other media include:

• Enhancements on social, with new formats and new platforms being tested.
• Contextual programmatic advertising in UK, France and Germany which delivers assets based on content pillars for relevant websites, reaching people with content that they are interested in i.e. Jersey oysters’ ads on food websites.
• OOH UK opportunities across key commuter rail stations, London tube stops and in-train advertising.
• OOH France opportunities across the Brittany region, with advertising spots near outbound ports in St Malo and Cherbourg.
• UK regional VOD and linear TV spots which align with audience’s passion points (natural sites, history, food and beaches etc).
• Media partnership with The Telegraph to increase the reach of the campaign not only in the UK but also to tap into a new source market, America.