"The days of decline are over"- Jersey gets £166,000 re-brand

Friday 10 June 2016

Our days of decline as a holiday resort are over, according to the politician in charge of tourism after a £166,000 rebrand labelled Jersey as "The Island Break".

He told over 100 guests at the launch of Jersey’s new brand campaign that tourism chiefs will no longer tolerate declining holidaymaker numbers. Since the 1990s, visitor numbers have been in freefall – only two other destinations have suffered a bigger decline that Jersey in the last ten years: Ukraine and Tunisia.

Economic Development Minister Lyndon Farnham said the new promotional campaign will reverse those figures.

“Tourism is vital to the economic and social well-being of this island,” said Senator Farnham. “Without doubt the years of continuous decline in this industry are over. We are now only looking one way and that is forward.

“Tourism affects everything that we do on Jersey and it defines what we are as an island. This new campaign will rejuvenate an industry which has been in decline for many years, but those days over.”

Tourism chiefs unveiled a new brand, which uses the strapline, "The Island Break", and is designed to home in on how the Island makes a visitor feel, without focussing on any particular age group:

"Jersey is not for the old. Or for the young. Or any particular age range. You can’t condense it down to a single iconic image or experience. It’s not a city break. Or a country break. Or even a beach break. It’s 'The Island Break'.

"The new brand will challenge the current perceptions of Jersey as a visitor destination. At its core, this was a project to identify and amplify how Jersey makes a visitor feel.  Visit Jersey worked in conjunction with FutureBrand and Jersey agency The Observatory, to create this new proposition, they listened hard to the people who know the island best, and rediscovered what Jersey is all about."

Visit Jersey published a video to demonstrate how they plan to promote the Island.