Jersey Tourism launches press campaign

Jersey Tourism is launching a press campaign this week, aimed at boosting autumn bookings and attracting a new generation of visitors to the island.

The ads, created by HDM, will appear in the Daily Mail, The Mail on Sunday, The Daily Telegraph and the Daily Express, as well as in the consumer travel press.

In recent years, Jersey has experienced a decline in visitor numbers. Since handing HDM its creative advertising brief in 2002, the island’s tourist board has sought to attract younger visitors to the island, and the average age of visitors has fallen from 56 to 53 years.

According to Jersey Tourism, the latest ads are designed to portray the Channel Island as a “distinctive and invigorating” destination, and are aimed at “aspirational and young at heart” couples in their 40s, looking for short break options.

The ads feature industry partners, including airline bmibaby, hotel chains and tour operators, to illustrate the ease of arranging a holiday on the island.

The campaign consists of three executions, focusing on the Jersey themes of buccaneers, night-time and history. All the images feature a visual “letter” device, with the first letter of the advertising copy contained within the picture that accompanies it.

Planning and buying is by Allied Media. A direct marketing campaign is also due to break on September 5. It has been developed by Jersey Tourism’s marketing communications agency, WDPA.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here