Escape to Jersey – Winter
Visit Jersey launched its ‘Escape to Jersey’ winter campaign, created and delivered by Oi, to drive wintertime visits from UK city dwellers as part of a new strategy to grow the visitor economy.
The campaign was an extension of the successful Escape to Jersey summer campaign and highlighted that, as a destination, Jersey is seasonally diverse and offers something for visitors at all times of the year.
A dedicated campaign microsite, optimised for mobile and sharing of its contents socially, introduced visitors to local legends, shared ‘insider’ secrets and immersed them in the island’s key winter-time delights including its stunning scenery, first-class winter produce and cuisine, relaxing spas and rich heritage.
Leading Jersey photographer Danny Evans was commissioned to capture the Jersey winter experience in a new, photographic way. Oi worked closely with the photographer in various locations around the island, including some very early video shoots!
By simply entering their email address on the campaign microsite, people were entered into a competition for the chance to win a 4-night luxury Jersey ‘winter’ break including 2 nights staying at AA 5 Red Star Longueville Manor, 2 spa treatments, 2 nights staying at ‘Jersey Heritage Lets’ Corbière Radio Tower, and return flights for 2 people flying from London Gatwick, business class. Nice.
Once people signed up and agreed to receive communication from Visit Jersey, they were sent tailored emails in a fun and engaging way. A week after signing up people received an email asking to click on a winter hat that best suited the type of short break person they were.
Pre-designed, automated emails were sent to people introducing them to colourful local characters associated with the type of person they were. For example, someone who was active got to meet Jersey outdoor enthusiast Kazz, an expert on all things foraging.
An integrated digital advertising campaign ran in various forms including Google pay per click advertising and via major social networks Facebook, Twitter and Instagram, and on display advertising on targeted websites. This was supported by planned social media, PR, and content syndication activity.
To support the campaign and showcase the authenticity of Jersey as a destination, Visit Jersey called on Jersey residents to become local ambassadors for the island, sharing favourite winter images (personally taken or produced), that showcased Jersey at its best, via Visit Jersey’s Facebook page, and automatically had the chance to win dinner for two at a top local restaurant.
“There are 58,000 Facebook accounts in Jersey – that is almost 60% of the island. If everyone who uses Facebook, on the island, was to share Jersey it could reach an astonishing 10.4 million people. That’s a great opportunity”, said Peter Grange, Oi Chief Executive Officer.
Adam Caerlewy-Smith, Head of Marketing from Visit Jersey commented: “We know how passionate locals are about Jersey and who better to inspire potential visitors, and tell our winter story, than those who know the island best.”
“Personal recommendations are incredibly powerful – and we want to harness our untapped local knowledge and encourage islanders to share what makes Jersey special, during winter.”