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Visit Jersey’s innovative virtual reality 2016 summer brand launch marketing campaign has been shortlisted for three major national marketing awards.
The campaign has been announced as a finalist in two categories - best brand building campaign and best-integrated campaign - at this year’s UK Chartered Institute of Marketing Awards in April. Separately it has also been shortlisted for Integrated Campaign of the Year (up to £1M Spend) at the Travel Marketing Awards taking place in March.
Adam Caerlewy-Smith, Head of Marketing for Visit Jersey, said this was a challenging project where a combination of working with a new medium, tight deadlines and a broad communications plan meant all involved had to be working at the top of their game.
“Oi demonstrated their position as one of the Channel Islands' leading marketing communications agencies by delivering an innovative and effective campaign to support our new brand launch. The response on social media to the ‘Shoreditch to Shoreline’ video offered great insight into how well the campaign was received and the award nominations have confirmed this”.
Launched last June alongside the new Visit Jersey brand and website, the campaign was the first UK-focused virtual reality tourism activity of its kind. Featuring ten 360° videos of Jersey produced by Oi, the integrated campaign was marketed through social media, online display advertising, On Demand video advertising, direct mail, email and included an event where a Jersey sunset was streamed live into a London venue.
The 360° videos on Visit Jersey’s Facebook page received over 135,000 views and a further 750,000+ views via paid for digital media. Branded Visit Jersey cardboard virtual reality headsets were sent out to bloggers and vloggers who shared their immersive experiences to large social media audiences. Email activity contained third party hotel offers as well as the opportunity to unlock further 360° videos that weren’t available on the website to build Visit Jersey’s email database. A video (titled ‘Shoreditch to Shoreline’) of Londoners watching and reacting to a Jersey sunset streamed live from St Ouen’s Bay into a Shoreditch venue went viral receiving over 185,000 views on Facebook.
Peter Grange, Chief Executive Officer at Oi, said the triple award shortlisting was testament to the bravery, hard work and determination of the team at Oi and Visit Jersey.
“Congratulations to my Jersey team and our client for this achievement. They challenged the norm and in doing so created a highly effective marketing campaign. It was a great example of brand new thinking.”
“We are focused on continuing to produce high quality, successful campaigns for Visit Jersey this year and beyond.”
In 2016 Oi won a platinum award at the global Hermes Creative Awards for its brand launch campaign of London based client Taj Hotels. The ‘An English Classic, Reinvented’ campaign was also a finalist at the prestigious DRUM Marketing Awards.
