Visit Jersey launches new campaign centred around "sea" and "soul"

Tuesday 05 March 2024

Visit Jersey has this week launched its new multimedia campaign which aims to attract international tourists to experience the “sea” and “soul” of the island.

‘Where Sea Meets Soul’ marks a new 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.

Visit Jersey CEO Tricia Warwick explained that the new campaign was intended to target audiences in France and Germany – as well as the UK – with the material translated into those languages and advertised more widely.

For the first time, cinema-goers across the UK will see Jersey advertised on the big screen, and 'Where Sea Meets Soul' will also appear across TV, on demand, digital, radio, London Underground and National Rail.

Pictured: The campaign will appear on adverts in the London Underground.

Jersey's 45 miles of stunning coastline take centre-stage in the visuals for the new campaign, showcasing aerial imagery of the island's natural beauty and its appeal as a destination that is ideal for outdoor experiences, coastal adventures, local gastronomy, and rejuvenating wellness opportunities.

'Where Sea Meets Soul' also includes a variety of curated product experiences hosted on the Visit Jersey website, to showcase how visitors can enjoy year-round travel to the island, by land and by sea.

From invigorating walks in Jersey National Park to tidal foraging adventures, fine dining, and restorative experiences that embrace beachside saunas and cold-water swimming, Visit Jersey's new campaign offers a plethora of ideas to leave visitors feeling renewed, reinvigorated and restored.

Ms Warwick said she hoped that first-time and repeat visitors alike would see the island in a new light.

She said: "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."

The goal of 'Where Sea Meets Soul', she added, is to show "a different side of Jersey", both to people who have never heard of the island and to tourists who have been coming here since childhood.