Serving up island life
Oi’s latest campaign for Visit Jersey works towards promoting tourism in the shoulder months of the already busy summer period, and this time with a theme that’s fresh for more than just one season…
We have worked on developing campaigns with Visit Jersey for several years however, this time we were asked to take a different approach by utilising an annual theme to bring all campaigns together.
The client brief asked us to develop a campaign journey and structure that had longevity and for it be developed in such a way, that we were able to add content throughout the campaign period and beyond. Another important factor highlighted in the brief was for the content to be closely aligned with on-island product, creating an appetite for real bookable experiences on the island.
The campaign was developed to reach the tourism bodies’ identified growth markets, whilst retaining appeal to their nurture markets. The campaign theme required a focus on food, friendship and fun, and the Oi team worked alongside the in-house marketing and product teams to develop a clear plan and approach to the challenge, this time focusing on the island’s world-renowned food offering.
Louise Ashworth, Head of Marketing at Visit Jersey commented: ‘As a small island famous for its food, Jersey is bursting with flavour, from our laid-back beach cafés to our award-winning restaurants. Today’s travellers want an authentic taste of a destination, and this campaign will serve up our island food story to prospective visitors. Our new strategy of producing content with greater longevity will help us to build and maintain a healthy appetite for Jersey as a year-round visitor destination.’
Our creative team developed a strong campaign concept with an overarching campaign headline of ‘Serving up island life’. We then developed supporting sub-headlines in question form to ensure that we were communicating a strong call to action that aligned with the brands bold and spirited tone of voice:
Each sub-headline was developed to create content categories around the different types of experiences you can have on-island, portraying the ability for visitors to experience the island as they wish. These categories were used to develop website content and each championed by a short video edit in line with the messaging.
Keith Beecham, CEO Visit Jersey, explains ‘The campaign celebrates our field to fork stories; where fresh food is plucked from farm, field, and sea and served the same day, to our world-famous food produce and the pride and passion of the people behind the menus.’
Once the concept was agreed we got to work on storyboarding, planning and organising various video and photography shoots around the island. Our main video edit captures the freshly served food journey – showcasing the island’s big four; Lobster, Jersey Royals, Dairy and Oysters in a setting that portrayed a strong sense of place and an emotive family environment.
Oi delivered a set of campaign video edits to work across digital and social media depending on the preferred length and orientation to suit each medium. Visit Jersey has a strong social presence, with 73k likes on Facebook and 12k followers on Instagram. Social media is an important area for tourism brands, particularly for reaching growth markets. This identified the importance to produce portrait versions of the video content to support the increased popularity of Instagram Stories and the use of mobile for scrolling social platforms. Watch the full 60 second landscape version below:
The campaign media selection had a strong digital approach, the roll-out consisted of a selection of online ads which prioritised mobile and interaction. As the brief defined encouraging engagement as a high priority for the digital media we developed a fun interactive quiz. The quiz allowed prospective visitors to identify which type of Jersey experience suited them best, by answering questions about their preferred activities before being served a relevant video clip as their result.
In line with other campaigns, online banner advertising, email designs and website content around the theme were developed alongside a selection of national press print adverts.
If your brand could do with some ‘Brand new thinking’, contact us to discuss how we can help you more successful.