Visit Jersey has launched its latest marketing campaign ‘Serving up island life’. The activity will embrace Jersey’s unique food story and fresh food experiences to give visitors an authentic serving of island life.
The campaign celebrates Jersey’s field to fork stories, where fresh island produce is plucked from farm, field and sea and served the same day, unique eating experiences from beach-food to fine dining, to Jersey’s world-famous produce and the passionate people behind the menus.
Visit Jersey has adopted a new approach; instead of four distinct seasonal campaigns, our aim is to produce great content and stories with a longer shelf-life across the remainder of 2019. This approach is in line with the recommendations in the Jersey Destination Plan to profile and promote Jersey as a year-round destination.
The first phase of the campaign will run until the 30th June and will be supported by paid social advertising, email marketing, digital and print advertising in national media titles. The creative narrative will focus on fresh food experiences unique to Jersey that can be shared with friends and family of all ages.
Food is an important factor that influences holiday decision making. Visit Jersey’s research shows that for 90% of holiday makers, eating out is an important part of a holiday as well as trying local dishes. Around 40% of visitors say that the food offer can influence where they go on holiday.
Today’s holiday maker is discerning and often takes an interest in the provenance of their food. Visit Jersey wants to help build relationships between our local food and drink producers and the wider tourism industry, in a way that can benefit us all. By telling our food story and celebrating what is unique to Jersey, we can inspire our visitors to be our biggest ambassadors and help build an appetite for the island’s food and drink exports.
Louise Ashworth, Head of Marketing at Visit Jersey comments:
‘As a small island famous for its food, Jersey is bursting with flavour, from our laidback beach cafés to our award-winning restaurants. Today’s travellers want an authentic taste of a destination, and this campaign will serve up our island food story to prospective visitors. Our new strategy of producing content with greater longevity will help us to build and maintain a healthy appetite for Jersey as a year-round visitor destination.’