Our key focus is to grow destination awareness through brand positioning and advertising, acquisition of new best prospect segments and tactical activation to simulate bookings to Jersey, through content creation.
Our latest campaign aims to drive awareness and interest in Jersey as a holiday/short break destination for travellers, increasing the appeal of the island.
- Target Jersey’s best prospects – Easy Explorers and Moment Makers.
- Tap into our best prospect’s motivation for travel, and think about Jersey differently.
- Differentiate Jersey’s unique experiences and surroundings and make the island stand out.
- Stretch the season with more reasons to travel in the Spring, Summer and Autumn.
- Continue to drive partner referrals.
Factors Affecting Tourism
- Positioning of Jersey
- Agility & Flexibility ‘Always On’
- Market Strategy (UK, DE, FR, New markets)
- Creating new stories to tell to target markets
- Exit Surveys and Data Insights
An evidence-based approach
Visit Jersey undertook surveys and in-depth interviews in the UK, France and Germany. To determine our best prospects in each location we considered the size of the market, volume of visitors, current appeal of Jersey, how they match with Jersey product and their shoulder season appetite. Through this research we have detailed insights to work from:
- Key motivational drivers for targeted messaging
- Profiling
- How they travel
- What they are looking for in a destination
- What sort of event would attract them
- What type of activity appeals to them
- Inspirational sources and media consumption
Our Priorities & Focus
1
Destination Awareness
Re-positioning. Driving Awareness. Spring/Summer UK Campaign and Summer/Autumn UK Campaign.
2
Product
Telling stories that tap into the motivations of our target audiences. Visitor information services. Events strategy. Niche markets.
3
Trade
Access. More sales platforms. New business development. Partnerships.
4
Markets
Review and jump-start German and French markets. Respond to new market opportunities.
5
Digital
Optimise website performance.
6
Insight
Exit survey. Campaign tracking. Events evaluation. Segmentation development. Product audit.
