Oi’s latest campaign for Visit Jersey takes a social first approach, focusing on all things outdoors; nature, wilderness and local experiences.
The brief asked us to develop a campaign which had longevity and was not specific to a particular season, allowing it to be used year-round. The target market for this campaign was identified as more niche than normal, speaking to Visit Jersey’s identified growth market we needed to inspire potential visitors to escape the hectic noise of the city and discover an island where you can truly come up for air.
Oi worked alongside the in-house marketing team at Visit Jersey to craft a clear plan and approach to the challenge of: highlighting the island's national park offering and outdoor bookable pursuits.
We started looking at the overarching message and the creative team came up with a spa versus nature comparison. The idea was supported by a strong and engaging visual approach, which we storyboarded to gain buy-in of the idea from the client. We organised multiple video and photography shoots around the island. Plemont Bay’s waterfall worked perfectly as Jersey’s own ‘experience shower’, the island's coasteering activities as an exhilarating ‘plunge pool’ and a simple comparison between beach and studio yoga set the scene for how we do things slightly differently in Jersey.
Oi delivered a set of assets including campaign videos and hero photography to use across digital and social media. Social media is instrumental for tourism brands, particularly for reaching growth markets. This identified the importance to produce content with a consideration of how we use social platforms to inspire holiday destinations.
Watch the full 60 second version below: