FOR the first time, cinema-goers up and down the UK will see the Island on the big screen before their film rolls as Visit Jersey tries out new marketing tactics to attract wider audiences.
“Where Sea Meets Soul”, their new campaign launched this week, marks a change of direction from the “Curiously Brit… (ish)” campaign which was pitched during the pandemic to UK residents who were unable to venture outside the Common Travel Area.
Intending to target younger and international audiences, it will be advertised using a wide range of media and platforms – including cinema, television, video on demand, digital, London Underground and National Rail and radio.
Other methods to increase brand awareness include showing a map indicating where Jersey is and how close it is to the UK, France and Europe.
Visit Jersey chief executive Tricia Warwick said: “For the first time, we’re going to use cinema up and down the UK, which will be fun. Before the film runs, it will be a Jersey advert.
“At the end of those 30 seconds of beautiful, dreamy shots of Jersey, and Where Sea Meets Soul, the final caption will be “Plan your adventure at Jersey.com”.
“We’ll be able to see the traffic that comes because we will know when the adverts were in the cinema.”
Speaking on the latest video episode of the Bailiwick Podcasts, Ms Warwick said she hoped that the campaign would encourage first-time and repeat visitors alike to see the Island in a new light.
She said: “The goal of Where Sea Meets Soul is to show a different side of Jersey, both to people who have never heard of the Rock and to tourists who have been coming here since childhood.
“Traditionally, we’ve got an older demographic that has loved coming to Jersey for a long time and continues to visit, but we believe that Jersey is appealing to a younger demographic as well.
“Whatever age you are, you have a reason to travel. You may prefer spas, you may prefer food, you may prefer history and heritage, the great outdoors, whatever takes your fancy, and we want to appeal to the mindset of a person as to why they might like to travel.”
