Visit Jersey Launches Spring 2025 Campaign

Visit Jersey today announces the launch of its spring 2025 campaign, aimed at prospective visitors from the UK, France, and Germany, and running from 13 January to 31 March 2025. Building on the success of the Where Sea Meets Soul campaign that debuted last year, the new 2025 campaign invites international travellers to discover what sets Jersey apart as a holiday destination like no other.

The 2025 campaign features striking imagery of Jersey’s stunning coastline and tranquil country lanes, with a relaxed tone of voice and subtle humour throughout. The creative concepts highlight the island’s distinctive qualities, from its rich history and expansive tidal range to its rejuvenating spirit and diverse range of experiences – all within a compact geographical area. An advertisement featuring Mont Orgueil Castle, for example, playfully turns common consumer confusion about Jersey’s location into an opportunity, using the tagline “Discover our history (once you figure out where we are).”

Throughout the campaign, a wide variety of local tourism and hospitality businesses are showcased, covering everything from food and drink to heritage sites, wellness experiences, and active adventures.

The spring 2025 campaign will be promoted across Visit Jersey’s channels and through paid media in key markets, including TV and video-on-demand, outdoor advertising in commuter train stations and the London Underground, cinema, social media, paid search, Google display ads, and a partnership with The Telegraph.

Tricia Warwick, CEO of Visit Jersey, comments: “Last year’s Where Sea Meets Soul campaign marked a fresh direction for Visit Jersey, reshaping how we position the island to audiences. The positive data confirmed the effectiveness of our approach, so we are continuing to evolve Where Sea Meets Soul this year to further raise brand awareness and challenge outdated perceptions of Jersey.

We are using the latest marketing tools and technologies available to be as strategic as possible with our marketing investment, targeting both an older demographic that is more familiar with the island and a slightly younger audience who may not have considered Jersey as a holiday destination.”

The Visit Jersey team collaborated with talented group of local creatives on the development of the spring 2025 campaign, including:

Photography: Andy Le Gresley Photography (Andy Le Gresley, Jack Clayden)
Video Capture: Jim & Tonic (James O’Garra, Dan Murphy)
Production: Max Burnett, Richard Frazier
Aerial Photography and Videography: BAM Perspectives (Marc Le Cornu)
Voice Over – actor James Hunt

To learn more visit the Where Sea Meets Soul landing page.

Campaign assets, including photography and video, can be downloaded here.

Notes to media:

• The previous Where Sea Meets Soul campaigns (2024) brought 153k active unique users to Jersey.com and generated 26.4k referrals to local tourism and hospitality businesses
• In December 2024, Visit Jersey also launched a series of joint marketing campaigns (which remain currently active) with major travel brands including Expedia, Hotels.com, easyJet Holidays, Jet2 and Blue Islands
• As of the October 2024 Exit Survey, overnight leisure visits (holidaymakers) to Jersey increased by 8% in 2024 compared to 2023 (Source: Exit Survey run by 4insight for Visit Jersey)

Ends

For more information, please contact:

Ashley Proudfoot, Head of Communications
T: +44 (0) 7797 930467
E: [email protected]