The context were operating in Its been an interesting twelve months … The staycation … reality or media invention?: either way, Jersey had a challenging.

The context we’re operating in

It’s been an interesting twelve months …• The “staycation” … reality or media invention?: either way, Jersey had a

challenging 2009 in terms of numbers• Jersey not seen as a recession destination: lack of self catering in

particular a limiting factor• Value remains the watch-word: on-going challenge of demonstrating that

the destination has more to offer than others as travellers seek value for money (which doesn’t mean they’re going “budget”)

• Will they? Won’t they?: much recent reporting suggests that Christmas spending was a last splurge before consumers pull in their horns … though continuing low interest rates may mean there is still money in pockets

• The legacy of “brand Jersey”: still seen as “gin and jags” … a perception we are keen to challenge

The context we’re operating in

But it certainly hasn’t all been bad …• Access is up and is growing: we’re now easier to get to than ever and

more people are aware of that as we support routes• Euro shows little sign of improvement: making Jersey an attractive choice

against other short-haul-hop destinations• Growing reputation as a family destination: more on offer for families,

offers opportunities to bring in a new (younger) audience• A renewed sense of vitality as a destination: with growing recognition of

beach sports, Jersey Live, Branchage• Better than ever food offer: with top-class restaurants serving top class

local produce… all of which offer an opportunity to reach a younger, more affluent

audience (while offering more value for our existing base)

… and …

97% of visitors would

recommend Jersey

… so what is the opportunity?

• Going beyond delivering some well-known truths about Jersey as a destination … that it’s clean, safe, scenic, relaxing

• There is a new sense of vitality about Jersey as an island, so that needs to come through in our communications … delivering a clearer sense of “brand Jersey”

– finding some unpredictable ways of delivering the well-known to really get some cut through in our media relations

– and adding in some more unexpected and less predictable layers of communications, getting across the Jersey brand personality

The messages we want to deliver

The core practical messaging that cover travel “hygiene factors”…• Jersey is easier to get to than you might think: inexpensive access by air and sea• Whether “bucket and spade” or “no expense spared”, Jersey delivers exceptional value

Going harder on brand personality messages that will differentiate us…• Jersey has a “sunshine culture”: more sun and the best beaches to enjoy it on• Jersey has an island culture and thriving creative scene: from film to music• Jersey is a gastronome’s paradise, with stunning local produce and culinary offer• Jersey is perfect for outdoors folk: whether to walk or try more adventurous pursuits• Jersey is a dream family destination: with plenty for kids young and old, and is clean and

safe

… so what is the opportunity?

• In order to compete, we want to move from

REINFORCEMENT …of existing and well-known messages

• To a strategy of

DISRUPTION …where we find unexpected ways of delivering our messages

Some early or recent wins …

Some early or recent wins …

“JEALOUS” BRITAIN EXCLUDING JERSEY

CAMPAIGN TO GET ON THE MAP

… WITH A STRONG LETTER TO THE BBC AND MET OFFICE

RAKE ART ON THE BEACH …

CREATING A CHAMPIONSHIP

TO ACT AS AMBASSADOR FOR NEW ANNUAL EVENT ...

THE MEDIA OPPORTUNITIES ARE MANIFOLD ...

WHAT’S ON 2010 ROUND UPS: ACROSS THE TRAVEL PAGES

ONE-MONTH OUT: TRAVEL PAGE FOLLOW-UP WITH IMAGES

INVITATIONS TO TRAVEL WRITERS TO TAKE PART IN THE EVENT

PHOTOGRAPHY IN NATIONALS AHEAD OF EVENT

PHOTOGRAPHY OF THE EVENT WINNER SOLD-IN TO NATIONALS

RAKE ART ON THE BEACH …

CREATING A CHAMPIONSHIP

AND WE WILL TAKE IT DIGITAL ...

RAKE ART ON THE BEACH …

CREATING A CHAMPIONSHIP

JERSEY COMES TO FIFTEEN

QUALITY LOCAL PRODUCE ... IN THE UK

HARD WORKING PRESS OFFICE

DELIVERING WEEK IN, WEEK OUT

REGULAR FLOW OF NEWS …

PRESS TRIPS

PUT OUT NEWS FROM ACROSS THE ISLAND TO NATIONAL AND

REGIONAL TRAVEL TITLES ON-GOING, WHETHER ON SPECIFIC

ATTRACTIONS, OPENINGS OR EVENTS

WORK WITH PARTNERS TO SECURE PRESS TRIP OPPOTUNITIES

IN CONSUMER, TRADE AND NATIONAL MEDIA

HARD WORKING PRESS OFFICE

DELIVERING WEEK IN, WEEK OUT

OFFERS AND LATE DEALS

SEND OUT WEEKLY DEALS TO NATIONAL LATE DEALS WRITERS

ABOUT DEALS ON OFFER AT LOCAL HOTELS, RESTAURANTS,

ATTRACTIONS AND EVENTS, TAKEN FROM OFFERS PAGE OF SITE

HITTING THE ROUND-UP FEATURES

CREATE OUR OWN SUITE OF “JERSEY TOP-TENS” TO BE PITCH TO

NATIONAL, REGIONAL AND CONSUMER MEDIA ALSO ENSURE WE ARE FEATURE IN REGULAR TRAVEL ROUND-

UPSE.G SPRING WALKS, FAMILY BREAKS, CHRISTMAS MARKETS

How we can help…

Seventy Seven are the PR agency for Jersey Tourism and are on hand to supply information about the island to the press, arrange press trips and help with itineraries.

We also have information about events on the island and are running some big campaigns to promote Jersey in 2010.

To contact any of the Jersey team at Seventy Seven, please call the press office hotline on 0207 492 0982 or email us all at [email protected]