The campaign titled ‘Little Island, Big Spirit’ seeks to widen the appeal of Jersey as a year-round destination, highlighting the features that make it unique.
‘The intention is to show what makes us different,’ said Louise Ashworth, head of marketing for Visit Jersey. ‘Jersey may be part of the British Isles but we have our own features like currency, laws, culture and history that we want to portray in a fun and engaging way.’
The campaign has two strands, each aimed at different target markets. One is aimed at visitors aged 55 or over who are looking for a different and accessible location, while the other emphasises the Island’s adventurous side, whether for surfing, cycling, coastal yoga sessions or cruising the lanes in a campervan.
Visit Jersey says that the campaign has already performed well on social media since the initial launch on 27 December, with a high engagement rate among potential visitors.
A key part of the campaign involves the use of real Islanders, rather than flying in actors. One of the ads is fronted by a member of the Visit Jersey team, and there is also a cameo role for chief executive Keith Beecham, who can be glimpsed walking with his wife across the causeway at Corbière.
The ads can be seen on a range of social media platforms or at jersey.com/little-island.
