How do you want to feel?
Visit Jersey's 2017 Autumn campaign took a completely new approach as far as tourism marketing goes. The targeted digital display advertising created intrigue with a stripped back advert showing only a hint of the brand look and posed the emotive question "How do you want to feel?".
The video, produced by Oi, partly shot in London featured real people being asked both how they were feeling and how they wanted to feel. Many of their answers highlighted some of the general stresses associated with living in a city, leaving us perfectly placed to position Jersey as a tonic to city life.
The immensely successful video was seeded out through Visit Jersey's social channels and amassed over 1.5 million views as well as helping to achieve a 17% increase in visitors to the island in October and November last year.
After watching the video, prospective visitors were taken to a campaign landing page on Jersey.com where they were asked for their own answer to the question "How do you want to feel?" in exchange for a chance to win an island break. A follow up email campaign ensued promoting various island break options to help them achieve their aspired feeling.