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.