VISIT Jersey has said the opening weeks of a £700,000 marketing campaign – aimed at enticing UK visitors to book a holiday here – has led to a spike in online searches of its website and ‘very positive feedback’.
The multimedia campaign, called ‘Jersey, Curiously Brit…(ish)’, was launched by the organisation on Boxing Day and includes a combination of print, digital and television advertisements.
Visit Jersey’s head of product and marketing, Meryl Laisney, said the campaign was still in its ‘early days’ but had already generated strong consumer engagement and ‘very positive feedback from the industry’.
She said: ‘Visits to our website are up 22% against 2019, with a strong increase in web traffic from Jersey.com to partner websites. We will continue to closely monitor the campaign and complete a full campaign analysis, but early indications are very strong and we have reason to be optimistic for the year ahead.’
She also said that recent TV coverage featuring the Island, including the Real Housewives of Jersey series on ITV and a documentary called Attenborough and the Mammoth Graveyard – which included a sequence filmed at La Cotte de St Brelade – had helped showcase Jersey’s appeal to ‘a wide range of different audiences’.
Mrs Laisney said: ‘The airing of David Attenborough’s documentary reached over 3.9 million adults in the UK, 95% of whom were ABC1 adults [consumers from one of the three higher social and economic groups].
‘Highlighting La Cotte de St Brelade as one of the most significant Neanderthal archaeology sites in the world will appeal to our best-prospect visitors who seek the opportunity to broaden their minds through history and heritage and want to feel like they have learnt something new through their travels.’
She added: ‘With the Real Housewives of Jersey, there is a possibility the show will get on the radar of an audience who may not have considered visiting the Island previously, given that the show appeals to millennials.
‘Whether visitors want to experience Jersey’s rich heritage, or a taste of the glamorous side to Jersey, the programmes demonstrate just how much Jersey has to offer.’
In October, Visit Jersey’s chief executive, Amanda Burns, said that the organisation would be re-evaluating its previous ambition of attracting a million visitors per year by 2030.
Although she did not explicitly abandon the target, while speaking at a Jersey Hospitality Association event she hinted at a new approach to building on the Island’s ‘excellent position’ as it emerged from the pandemic.