Oi’s latest advertising campaign for Visit Jersey is once again working towards their ambition of welcoming 1 million visitors spending £500 million by 2030.
The campaign, which adds to the objective of promoting the island as a year round destination, focuses on everything Jersey has to offer in winter time. Considering the brand personality it’s important that we entice people of like mind and shared values, the redevelopment of the Jersey brand in 2016 identified individuality, curiosity & optimism, togetherness and natural harmony as the core values for the brand moving forward.
The campaign brief asked for us to raise awareness of Jersey’s winter offering, whilst aligning with the core values and connecting the on-island product offering to ensure the consumer can have winter bookable experiences available to them.
Working with Visit Jersey’s marketing and product teams Oi developed the winter campaign concept “Explorers wanted”, with a campaign headline that doubles as a call-to-action it works hard to entice visitors to “come now”.
At the centre of the campaign is the campaign video, depicting 4 different types of explorer showing that there is something for everyone in Jersey at this time of year, the 4 categories being:
The weekend wanderer
Wholesome weekends are what this explorer is all about. Experiencing new culture, food and landscapes is top of the agenda.
The soul seeker
Taking some time to reconnect and revitalise is this explorers kind of break, cleansing themselves in the sea air, taking a yoga class and a little ‘me time’ in their beautiful spa hotel.
The romantic rambler
The colours of the landscape are nothing in comparison to the colour of their partner’s eyes. Experiences are limited to one hand as the other hand is needed for holding.
The active adventurer
Looking for a thrill these explorers love getting their blood pumping and raising their heart rate. Getting out in the elements experiencing the land is their go to activity.
The campaign video was seeded out through various digital and social media channels, with digital media offering an interactive element in the form of a quiz that asks questions to help identify which type of explorer you are, adding to the user experience. Campaign pages for each explorer type detail things to do on island as well as offers and referrals to on-island industry partners.
An email campaign to Visit Jersey’s database brings more prospective visitors to the campaign pages as well as a follow up email campaign, initiated by an incentive to win your winter holiday in Jersey. This additional data capture allows us to reach the audience for a second time with offers and a route to tour operators that offer online booking.
Destination and hospitality marketing continues to be a strong industry for Oi following great results for clients in both sectors in recent years. If you have a destination or hospitality brand that you feel could do with a bit of “Brand New Thinking”, please get in touch with us to discuss how we can help you achieve your brand’s business objectives.