Visit Jersey | Crafting a destination brand with content & honesty
#theislandbreak.Crafting a destination brand with content & honesty.
Visit Jersey | Crafting a destination brand with content & honesty
19 milesoff the French coast
100 miles from the UK
5 miles long9 miles wide
100,000People
Warmer than mainland UK
Englishwith a faint
Jersey accent Road signs are
in French
British Crowndependency - with own government
24Beaches
500Miles of walks
150Restaurants
3Castles
Jersey?
Visit Jersey | Crafting a destination brand with content & honesty
So….. What happened?
Global International visits
Jersey staying leisure visits
UK inbound holiday visits
UK outbound holiday visits
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
300
250
200
150
100
50
Visit Jersey | Crafting a destination brand with content & honesty
So….. What happened
“”
We were the tourism capital of Britain. We were
invincible
Our job is to manage the decline“ ”
The GVA of hospitality is so small
it’s barely worth investing in
“”
Jersey has fallen out of love with tourism“ ”
1,000,000Visitors by
2030
Product
Distribution Connectivity
Brand
The Future
Visit Jersey | Crafting a destination brand with content & honesty
The brand must be a beacon that will ignite a virtuous circle
The virtuous circle will:
• Reflect the best of Jersey’s reality
• Set expectations – for islanders and visitors alike – for what the Jersey experience is and should be
• Reignite pride and passion
• Galvanise islanders to unite, align and contribute to a tomorrow that is even better than today
Why re-brand
Tell the story
The story gets better
New investment
Visitor numbers
rise
Visitor economy
grows
Visit Jersey | Crafting a destination brand with content & honesty
This is a unique moment and opportunity
Amazing positivity & supportHuge optimism around the new organisation and team. Many stakeholders want to know what they can do to help – there are many partners in waiting.
Permission to be boldRequirement to cut through the noisy competitive landscape, with permission for the new, positive Visit Jersey to bring fresh thinking and be brave.
Jersey is a safe optionA delicate but important and real advantage for Jersey in an unstable global environment. Smaller, off the beaten track destinations like Jersey are a natural substitute for more exotic, ‘riskier’ options.
Timing
“ They are empowered, energised, I can’t praise them highly enough. They all share an objective. It’s like a startup.
”
“ The flying banana is just a bit ‘whatever’. We need something stronger.”
“ Its not nice to benefit from problems in the world, but there is a lot of share shift happening. ”
Where did we startSources
100'sof data sources
100'sof locals, industry
and visitors interviewed
2015/16in-depth visitor
research
100'sof data sources
100'sof locals, industry
and visitors interviewed
2015/16in-depth visitor
research
100'sof data sources
100'sof locals, industry
and visitors interviewed
2015/16in-depth visitor
research
Data Stakeholder Interviews Research
Visit Jersey | Crafting a destination brand with content & honesty
How you feel about Jersey?A solid base of – mostly – proud and positive people
What do you associate most with Jersey?
beautifulbeaches
home
finan
ce
gre
en
friendly
sceneryboring
diverse cream
smallparochial
frightenedpotato
tranquilsecretive
rainy
cliffs
ind
ep
en
de
nt
isla
nd
natural
safefreedom
special
fun welcoming
tide
s
old
-fas
hio
ne
d uniquefood coastalweather
tre
asu
rein
sula
r affluent
he
rita
ge
live
lycowviews unambitious
myopicclean
expensivesun sky
warmwind
Visit Jersey | Crafting a destination brand with content & honesty
How you think other people feel about Jersey? A clear view on the perceptions we need to shift
What do you think other people associate most with Jersey?
expensived
iffe
ren
t
bo
rin
g
old
-fas
hio
ne
d
finan
ce
be
autif
ul
dat
ed
mat
ure
sce
nic
qu
iet
un
pre
dic
tab
le w
eat
he
r
Jers
ey
roya
ls
shab
by
tax
exi
le
fun
diff
icu
lt
cram
pe
d
tax
eva
sio
n
po
tato
es
Fre
nch
Ne
w J
ers
ey
Sm
all
old peoplecows
tax havenbanks
tax-free
sleepy
quirky islandsafewealthyBergerac
rich
aloof
sunny
tacky
overbuilt where is it
traditionalroyal
taxcold
exciting trafficcharming
un
exc
itin
g
Visit Jersey | Crafting a destination brand with content & honesty
What would you like other people to associate most with Jersey? An evocative, engaging and more vibrant future
What would you like other people to associate most with Jersey?
beautifulsafeb
eac
he
svibrant
active
happeningvariety
enriching
culture
good value
specialclose
funw
elc
om
ing
luxu
ryu
niq
ue
un
iqu
ep
assi
on
exc
itin
ge
asily
acc
ess
ible
friendly
interesting heritage
invigoratingclose to UK
innovative
sunny
unforgettablerelaxed stunningsea
seacreative
che
apre
laxi
ng
refresing
peaceful
must visit
qu
ain
t
happy holidayjoie de vivre
castlesfood
sce
nic
quality enjoy
valu
e
something for everybody
Drawing the threads together
Insight Foresight
Visit Jersey | Crafting a destination brand with content & honesty
Challenging Evolving Positive
Expected
Unusual
Unique
World class Natural
Farmed food
Unreliable Weather
Amazing Eating
Experiences
Beaches & Coasts
High quality Authentic local
Produce
Astonishing Tides
Natural Beauty
An active Place
Variety of Accommodation
So much Going on Finance
St Helier
An easy escape
Heritage & History
A small
Free & Independent
Island
Fo
un
datio
n
Diffe
ren
tiation
British & French
Friendly & Welcoming
A strong & differentiated story
Visit Jersey | Crafting a destination brand with content & honesty
Average Visitor Age 57
UK Visitor Profile
Nuture
Grow
Retain 1 Retain 2
55+
Retired / working
2+ holidays a year
3-6+ month lead time
Package driven
60 miles from departure points
ABC1
25-54
Working
1+ holidays a year
3-6+ month lead time
Package driven
60 miles from departure point
ABC1C2
Convert 1 Convert 2
25-54
No children
2+ holidays a year
4-6-week lead time
Working
Independent traveller
60 miles from departure points
ABC1
25-54
Children
2+ holidays a year
4-6-week lead time
Working
Independent traveller
60 miles from departure points
ABC1
Insight
Do their similarities outweigh their differences?
Hav
ing
th
e t
ime
to
re
lax
Am
ateu
r spo
rt
Vvib
rant nightlife
Keep the kids happy
Participate in adventure activities
Live music in the evening
Festivals and special events
The chance to be pamperedNew skills and trying new things
Choose destination at the last minute
Drive straight there
Museums and galleries
'Stories' associated with the destination
Meeting local people
Buy local p
roducts / p
roduce
The va
riety
cuisi
nes o
n offe
r
Varie
ty o
f sho
ps a
nd m
arke
ts
Tim
e it
will
take
to g
et th
ere
A p
lace
no
t man
y to
uris
ts g
o to
Hav
ing
a r
om
antic
bre
ak H
eritag
e site
s to visit
Back to
place
s I kno
w I like
Aacco
mm
od
ation o
n offer
Countryside or coastal w
alks
Life different from m
y own
Never been before
Local food and drink
Friendliness welcome
Sea and beaches
Guaranteed fine weather
The cost of getting there
The ease of travelling around
Relax in the eveningLots of fu
n and laughter
Enjoying peace and quiet
Escap
e from
my d
aily r
outin
e
Cho
ice
of th
ings
to s
ee a
nd d
o
Scen
ery
and
land
scap
e
Tme
with
fam
ily a
nd fr
iend
s
Go
od
val
ue
for
mo
ne
y
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00
Visit Jersey | Crafting a destination brand with content & honesty
Insight
London 18 - 44
North 45 +
Visit Jersey | Crafting a destination brand with content & honesty
Insight
InsightThe ideal visitors for Jersey is not defined by their age, but by
the attitudes and behaviours that they share.
They are active in body and mind, vibrant,
youthful, fun and curious.
They have a zest for life, enjoy seeking out new experiences and are willing to spend to get them –
so long as they feel they are getting good value.
Visit Jersey | Crafting a destination brand with content & honesty
Foresight• There has a been a rise in shorter holiday breaks.
• Travellers are trading in traditional beach resorts for more authentic and immersive experiences.
• Escaping to the country and reconnecting with nature is increasingly appealing to stressed urbanites.
• Travellers are not constrained by their age, with many retirees marked by a love for adventure travel.
• Technology enables travellers to curate spontaneous last minute trips with just one tap.
Foresight
Visit Jersey | Crafting a destination brand with content & honesty
Drawing the threads together
Jersey is a fascinating small island with stunning natural beauty and a great story to tell. An easy escape that’s bursting with variety.
The target has an aspirational attitude that is shared by many, irrespective of age. It is more youthful, active, curious and fun – they are experience seekers with a zest for life.
A world in which holidays are shorter and more frequent, and are geared towards collecting new, authentic experiences that are often closer to nature. They are booked more spontaneously, and are enjoyed by the full spectrum of age profiles.
Insight Foresight
Jersey is an island shaped by the sea, where things are revealed - to any who choose to look.
Like our submerged coastal landscapes that are exposed to the fresh Jersey atmosphere each day, it’s a place for you, too, to come up for air.
A liberating, joyful experience where you’re free to reconnect and revitalise. Free to be together. Free to do so much (Or so little).
Where you explore the past, love the present and can’t wait for the future, Where friendships are nourished and bonds are strengthened.
And when the time comes for the tide to rise again, you’re ready to dive back in.
With a smile on your face and a freshness in your heart.
Positioning The island break for
optimists who want to come up for air
An Island of rediscovery
PurposeTo ignite a new wave of pride and passion
for Jersey by reminding ourselves and the world
just how special Jersey is as a place to reconnect
and revitalise
ValuesIndividulaity
Curiosity & Optimism
Togetherness
Natural harmony
Personality Fresh
Bold
Spirited
Fun
Welcome to Jersey
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How do we tell our story Less features.......More benefits
Meet Sophie
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Join us for sunset
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