Challenge
Increase the number of high spend UK leisure visitors to Jersey to drive economic growth.
Solution
The Communiqué 360 solution was a fully integrated marketing campaign to build brand awareness and drive visitors to Jersey through tactical activity, whilst delivering the best possible return for marketing budgets available. The 2007 campaign encompasses national press and TV advertising, and further tactical price led partner activity, including DM , EDM, radio, press advertising, outdoor posters and train panel posters. We are also re-designing the Jersey.com website to include more technical and navigational tools for customers.
Results
During C360’s initial advertising period, overall campaign awareness climbed from 2% to 10%, and among the core audience, awareness saw an even bigger jump, from 3% to 15%. Television was especially powerful, producing a 69% recall rate, with magazines and newspapers yielding a still-impressive figure of 37%. (Within the tourism sector, only Disneyland Paris, Center Parcs and Wales showed similarly significant shifts.) This in turn was translated into a 20% increase in total visitor numbers to Jersey’s website, with printed brochure requests up by 23%, e-brochure downloads by 25%, and online bookings by 24%. And ultimately, the island enjoyed a 14% rise in visitor numbers and a 16% hike in bed nights.
