To many, Jersey may forever be known to some as the home of Bergerac, but the hit ITV show could become the latest series to use the Island as a backdrop should Covid-19 restrictions prevent filming in its usual Majorca villa.
And, even just the mention of Jersey alongside the Love Island brand has already led to a spike in interest from 25-to-34-year-olds on Visit Jersey’s website.
Love Island, which was cancelled last year due to Covid, features young, single and typically attractive and scantily clad ‘Islanders’ who all live together in a sun-drenched luxury villa coupling up with one another over a number of weeks to compete for the chance of winning £50,000.
It would normally be filmed in Majorca – which reportedly saw a 23% increase in British holidaymakers in 2018 as a result of the show – but arrangements could be impacted by Covid restrictions on travel.
Jersey’s government said it could not confirm anything at this stage but it is understood that high-level discussions involving the government and those behind the ITV show have been taking place. Devon and Cornwall had previously been considered as alternative locations.
Although predominantly set inside the villa, shots of the local area and scenery are regularly featured on the show and the contestants on previous series have ventured out for day trips, shopping excursions and dates. An extensive crew would also be required to spend a number of weeks in Jersey, which in itself could provide a boost to the economy.
Meryl Laisney, head of product at Visit Jersey, said Jersey – with its fast-track border testing system, beautiful locations and title as the sunniest spot in the British Isles – would make an ideal setting for the show.
And she added that overnight on Tuesday after the news that the show could be coming to Jersey broke there had been ‘a spike in 25-to-34-year-old users on our website’.
She said: ‘Even if the show doesn’t happen, it’s already attracted great media coverage and social chat in the UK – putting Jersey on the map as a romantic hotspot.’
The Love Island speculation comes just days after the last episode of The Real Housewives of Jersey – which also led to an increase in interest in the Island from the British market – aired on ITVBe.
The last season of Love Island was watched by around five million people per episode, and local marketing and branding experts say an audience of that size could be a great boost for Jersey.
Influencer and owner of social media agency Sheeran Perry Becky Sheeran described it as an ‘incredible opportunity’ following the challenges of Covid.
‘I think any exposure we can get as an Island that might bring in tourists or people who perhaps haven’t ever heard of Jersey can only be a good thing for the Island after such a rough year for many businesses,’ she said.
She added that other shows around the world had boosted local economies and said: ‘Reality TV isn’t for everyone, but you don’t need to watch it. This type of TV promotion for Jersey would usually cost hundreds of thousands of pounds in advertising fees. So to have it for free, and to be able to put our beautiful Island in the spotlight and show off all the amazing things it has to offer, is an incredible opportunity.’
Kate Welsby, head of PR at advertising agency The Refinery, agreed and said: ‘This is something that would surely be welcomed by Jersey’s struggling hospitality sector regardless of whether they are fans of the programme or not.’
Charlotte Ng, director of digital marketing and content company Easy Tiger, said the show could potentially promote Jersey to a younger audience but the Island would then have to work to ensure there was enough entertainment to keep them interested, such as festivals, bottomless brunches, and affordable activities.
ITV declined to comment.
Other films and TV shows set in Jersey over the years: Pages 18 and 19 of Thursday’s [3 March] JEP.
