Visit Jersey has today shared a fresh new approach to how it will tell Jersey’s story, with a new website – jersey.com, highlighting the power the island has to refresh and revitalise, reconnect and rediscover.
Visit Jersey plans to show that Jersey is not for the old, or for the young. Or any particular age range and that you can’t condense it down to a single iconic image or experience. It’s not a city break. Or a country break. Or even a beach break. It’s ‘the island break’ for anyone with a zest for life.
Keith Beecham, CEO of Visit Jersey said: “A destination needs to find its own story and I’m delighted that following extensive research and listening to our partners and islanders, we now have a wonderful Jersey story to share with the world.”
At the start of 2016, Visit Jersey recruited global branding experts, FutureBrand, and began the challenge of re-positioning Jersey, as a destination for today’s traveller. Starting by speaking with the people that know the island best, the local community, it was identified that current perceptions of Jersey did not reflect how the island makes people feel, and did not present an exciting proposition. It was time to challenge these existing perceptions and create a new compelling proposition that showcases Jersey in a more expressive way.
Lyndon Farnham, Minister for Economic Development, States of Jersey comments: “I am delighted that, following extensive consultation, Visit Jersey will be launching the new destination brand for Jersey. The visitor economy is a vital contributor to our overall economic and social wellbeing. People visit Jersey from all over the world for holidays, business, conferences and events and I'm very pleased that Visit Jersey together with their industry partners are working hard to grow our tourism economy and deliver more visitors to the island".
The new brand identity will focus on the evocative emotions travellers are likely to feel on visiting the island – revitalized, calmed, refreshed and rejuvenated. Reminding past visitors of Jersey’s unique, special appeal and inspiring new visitors to experience the island for themselves. Jersey agency The Observatory has led on the creative implementation of the brand, and have used their local knowledge of the island to create the new look Jersey.com which reflects the island’s story.
Adam Caerlewy-Smith, Head of Marketing, Visit Jersey said: “Jersey is just one of those places, you can’t boil it down to a single experience. It just makes you feel different. That is what the brand work helped us identify. We now have a story that is incredibly inspiring, and we need to focus on talking about the benefits of visiting Jersey, rather than just the features alone.”
Visit Jersey will deploy the brand in a new summer above the line campaign; producing an advert that uses real people from the island to showcase Jersey with an authentic voice. This advert will appear on VoD on ITV Hub and Channel 4 Player and will be supported by a nationwide digital campaign.
Viewers will also be able to ‘step’ onto the island and experience Jersey for themselves in a series of 360° videos. There is an opportunity for thousands of lucky viewers to win their own headsets to enjoy a virtual reality experience of different locations around the island, and a chance to win a dream Jersey break.
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