Visit Jersey Trade & Media | Visit Jersey Trade & …...Visit Jersey | Crafting a destination brand...

Visit Jersey | Crafting a destination brand with content & honesty

#theislandbreak.Crafting a destination brand with content & honesty.


19 milesoff the French coast

100 miles from the UK

5 miles long9 miles wide

100,000People

Warmer than mainland UK

Englishwith a faint

Jersey accent Road signs are

in French

British Crowndependency - with own government

24Beaches

500Miles of walks

150Restaurants

3Castles

Jersey?


So….. What happened?

Global International visits

Jersey staying leisure visits

UK inbound holiday visits

UK outbound holiday visits

1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

300

250

200

150

100

50


So….. What happened

“”

We were the tourism capital of Britain. We were

invincible

Our job is to manage the decline“ ”

The GVA of hospitality is so small

it’s barely worth investing in

“”

Jersey has fallen out of love with tourism“ ”

1,000,000Visitors by

2030

Product

Distribution Connectivity

Brand

The Future


The brand must be a beacon that will ignite a virtuous circle

The virtuous circle will:

• Reflect the best of Jersey’s reality

• Set expectations – for islanders and visitors alike – for what the Jersey experience is and should be

• Reignite pride and passion

• Galvanise islanders to unite, align and contribute to a tomorrow that is even better than today

Why re-brand

Tell the story

The story gets better

New investment

Visitor numbers

rise

Visitor economy

grows


This is a unique moment and opportunity

Amazing positivity & supportHuge optimism around the new organisation and team. Many stakeholders want to know what they can do to help – there are many partners in waiting.

Permission to be boldRequirement to cut through the noisy competitive landscape, with permission for the new, positive Visit Jersey to bring fresh thinking and be brave.

Jersey is a safe optionA delicate but important and real advantage for Jersey in an unstable global environment. Smaller, off the beaten track destinations like Jersey are a natural substitute for more exotic, ‘riskier’ options.

Timing

“ They are empowered, energised, I can’t praise them highly enough. They all share an objective. It’s like a startup.

”

“ The flying banana is just a bit ‘whatever’. We need something stronger.”

“ Its not nice to benefit from problems in the world, but there is a lot of share shift happening. ”

Where did we startSources

100'sof data sources

100'sof locals, industry

and visitors interviewed

2015/16in-depth visitor

research





research





research

Data Stakeholder Interviews Research


How you feel about Jersey?A solid base of – mostly – proud and positive people

What do you associate most with Jersey?

beautifulbeaches

home

finan

ce

gre

en

friendly

sceneryboring

diverse cream

smallparochial

frightenedpotato

tranquilsecretive

rainy

cliffs

ind

ep

en

de

nt

isla

nd

natural

safefreedom

special

fun welcoming

tide

s

old

-fas

hio

ne

d uniquefood coastalweather

tre

asu

rein

sula

r affluent

he

rita

ge

live

lycowviews unambitious

myopicclean

expensivesun sky

warmwind


How you think other people feel about Jersey? A clear view on the perceptions we need to shift

What do you think other people associate most with Jersey?

expensived

iffe

ren

t

bo

rin

g

old

-fas

hio

ne

d

finan

ce

be

autif

ul

dat

ed

mat

ure

sce

nic

qu

iet

un

pre

dic

tab

le w

eat

he

r

Jers

ey

roya

ls

shab

by

tax

exi

le

fun

diff

icu

lt

cram

pe

d

tax

eva

sio

n

po

tato

es

Fre

nch

Ne

w J

ers

ey

Sm

all

old peoplecows

tax havenbanks

tax-free

sleepy

quirky islandsafewealthyBergerac

rich

aloof

sunny

tacky

overbuilt where is it

traditionalroyal

taxcold

exciting trafficcharming

un

exc

itin

g


What would you like other people to associate most with Jersey? An evocative, engaging and more vibrant future

What would you like other people to associate most with Jersey?

beautifulsafeb

eac

he

svibrant

active

happeningvariety

enriching

culture

good value

specialclose

funw

elc

om

ing

luxu

ryu

niq

ue

un

iqu

ep

assi

on

exc

itin

ge

asily

acc

ess

ible

friendly

interesting heritage

invigoratingclose to UK

innovative

sunny

unforgettablerelaxed stunningsea

seacreative

che

apre

laxi

ng

refresing

peaceful

must visit

qu

ain

t

happy holidayjoie de vivre

castlesfood

sce

nic

quality enjoy

valu

e

something for everybody

Drawing the threads together

Insight Foresight


Challenging Evolving Positive

Expected

Unusual

Unique

World class Natural

Farmed food

Unreliable Weather

Amazing Eating

Experiences

Beaches & Coasts

High quality Authentic local

Produce

Astonishing Tides

Natural Beauty

An active Place

Variety of Accommodation

So much Going on Finance

St Helier

An easy escape

Heritage & History

A small

Free & Independent

Island

Fo

un

datio

n

Diffe

ren

tiation

British & French

Friendly & Welcoming

A strong & differentiated story


Average Visitor Age 57

UK Visitor Profile

Nuture

Grow

Retain 1 Retain 2

55+

Retired / working

2+ holidays a year

3-6+ month lead time

Package driven

60 miles from departure points

ABC1

25-54

Working

1+ holidays a year

3-6+ month lead time

Package driven

60 miles from departure point

ABC1C2

Convert 1 Convert 2

25-54

No children

2+ holidays a year

4-6-week lead time

Working

Independent traveller


ABC1

25-54

Children

2+ holidays a year

4-6-week lead time

Working

Independent traveller


ABC1

Insight

Do their similarities outweigh their differences?

Hav

ing

th

e t

ime

to

re

lax

Am

ateu

r spo

rt

Vvib

rant nightlife

Keep the kids happy

Participate in adventure activities

Live music in the evening

Festivals and special events

The chance to be pamperedNew skills and trying new things

Choose destination at the last minute

Drive straight there

Museums and galleries

'Stories' associated with the destination

Meeting local people

Buy local p

roducts / p

roduce

The va

riety

cuisi

nes o

n offe

r

Varie

ty o

f sho

ps a

nd m

arke

ts

Tim

e it

will

take

to g

et th

ere

A p

lace

no

t man

y to

uris

ts g

o to

Hav

ing

a r

om

antic

bre

ak H

eritag

e site

s to visit

Back to

place

s I kno

w I like

Aacco

mm

od

ation o

n offer

Countryside or coastal w

alks

Life different from m

y own

Never been before

Local food and drink

Friendliness welcome

Sea and beaches

Guaranteed fine weather

The cost of getting there

The ease of travelling around

Relax in the eveningLots of fu

n and laughter

Enjoying peace and quiet

Escap

e from

my d

aily r

outin

e

Cho

ice

of th

ings

to s

ee a

nd d

o

Scen

ery

and

land

scap

e

Tme

with

fam

ily a

nd fr

iend

s

Go

od

val

ue

for

mo

ne

y

70.00

60.00

50.00

40.00

30.00

20.00

10.00

0.00


Insight

London 18 - 44

North 45 +


Insight

InsightThe ideal visitors for Jersey is not defined by their age, but by

the attitudes and behaviours that they share.

They are active in body and mind, vibrant,

youthful, fun and curious.

They have a zest for life, enjoy seeking out new experiences and are willing to spend to get them –

so long as they feel they are getting good value.


Foresight• There has a been a rise in shorter holiday breaks.

• Travellers are trading in traditional beach resorts for more authentic and immersive experiences.

• Escaping to the country and reconnecting with nature is increasingly appealing to stressed urbanites.

• Travellers are not constrained by their age, with many retirees marked by a love for adventure travel.

• Technology enables travellers to curate spontaneous last minute trips with just one tap.

Foresight


Drawing the threads together

Jersey is a fascinating small island with stunning natural beauty and a great story to tell. An easy escape that’s bursting with variety.

The target has an aspirational attitude that is shared by many, irrespective of age. It is more youthful, active, curious and fun – they are experience seekers with a zest for life.

A world in which holidays are shorter and more frequent, and are geared towards collecting new, authentic experiences that are often closer to nature. They are booked more spontaneously, and are enjoyed by the full spectrum of age profiles.

Insight Foresight

Jersey is an island shaped by the sea, where things are revealed - to any who choose to look.

Like our submerged coastal landscapes that are exposed to the fresh Jersey atmosphere each day, it’s a place for you, too, to come up for air.

A liberating, joyful experience where you’re free to reconnect and revitalise. Free to be together. Free to do so much (Or so little).

Where you explore the past, love the present and can’t wait for the future, Where friendships are nourished and bonds are strengthened.

And when the time comes for the tide to rise again, you’re ready to dive back in.

With a smile on your face and a freshness in your heart.

Positioning The island break for

optimists who want to come up for air

An Island of rediscovery

PurposeTo ignite a new wave of pride and passion

for Jersey by reminding ourselves and the world

just how special Jersey is as a place to reconnect

and revitalise

ValuesIndividulaity

Curiosity & Optimism

Togetherness

Natural harmony

Personality Fresh

Bold

Spirited

Fun

Welcome to Jersey

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