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For the first time, cinema-goers up and down the UK will see the island on the big screen before their film rolls as Visit Jersey tries out new marketing tactics to attract wider audiences.
‘Where Sea Meets Soul’, a new campaign launched this week, marks a change of 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.
Intending to target younger and international audiences, it will be advertised using a wide range of media and platforms – including cinema, television, video on demand, digital, London Underground and National Rail, and radio.
Other methods being used to increase brand awareness include showing a map indicator of where Jersey is and how close it is to the UK, France, Europe.
Pictured: a mock-up of the advertising, with map indicator, in a London Underground station.
Speaking on the latest episode of The Interview from Bailiwick Podcasts, Visit Jersey CEO Tricia Warwick explained that the campaign also hopes to attract audiences in France and Germany – as well as the UK – with the material translated into those languages and advertised more widely.
Ms Warwick said: "For the first time, we're going to use cinema up and down the UK, which will be fun. Before the film runs, it will be a Jersey advert.
"At the end of those 30 seconds of beautiful, dreamy shots of Jersey, and Where Sea Meets Soul, the final caption will be 'Plan your adventure at Jersey.com'.
"We'll be able to see the traffic that comes because we will know when the adverts were in the cinema."
WATCH: Bailiwick Podcasts' full interview with Visit Jersey CEO Tricia Warwick.
Ms Warwick said she hoped that the campaign would encourage first-time and repeat visitors alike to see the island in a new light.
The campaign, which features many stunning aerial shots of the island, also comes hot off the heels of the island being centre-stage for a 'treasure island' challenge in BBC's The Apprentice which saw candidates hunt for 'typical' Jersey items like Wonders and a bachîn bowl.
Last year, more than one million people tuned in to a Channel 5 docuseries about the 'characters' of the Channel Islands, and the series was credited for a 42% increase in holiday bookings to the islands with one travel provider.
So-called 'set-jetting' is one of several prongs in Visit Jersey's strategy for attracting reaching out to people who may not have otherwise thought of visiting the island.
It's also a "goal" of the latest 'Where Sea Meets Soul' campaign, as Ms Warwick explained.
She said the ambition was "to show a different side of Jersey, both to people who have never heard of the Rock and to tourist who have been coming here since childhood".
"Traditionally, we've got an older demographic that has loved coming to Jersey for a long time and continues to visit."
Jersey. Where Sea Meets Soul ???? Breathe in the wild sea air, lose yourself on dramatic cliffs and pristine beaches and indulge in fresh flavours from the tide ???? Welcome to an island overflowing with experiences that will leave you feeling reinvigorated ????️ https://t.co/6aDiGic7X9 pic.twitter.com/Wfzo3vuiBP
— Visit Jersey (@VisitJerseyCI) March 5, 2024
She continued: "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.
"We believe that Jersey is appealing to a younger demographic as well."
Watch the podcast interview with Ms Warwick above or listen below – or by searching 'Bailiwick Podcasts' on your favourite pod provider...
Visit Jersey launches new campaign centred around "sea" and "soul"
Double jeopardy for Apprentice candidates as Jersey basks in prime-time TV spotlight
Island landmarks to star in next week's episode of 'The Apprentice'
Visit Jersey announces two new board members
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