The advertising campaign that will appear in national and regional media designed to target a younger market was unveiled to the tourism industry yesterday by advertising agency HDM.There has been something of a change in focus to previous years and the £1.4m campaign highlights activities Islanders take part in.The colourful adverts will feature activities such as wake-boarding, sailing, kite-karting, cycling, walking and what is termed ‘après sea’.
In addition, there will be adverts highlighting the Island’s history and focusing on next year’s celebrations of 800 years of allegiance to the Crown.Andrew Durant, a director of HDM, said that the campaign would highlight the ‘dynamism, vibrancy and passion’ of Jersey and its residents.
‘It’s the way we want to project the Island,’ he said.HDM creative director Dave Ditzal said that much of the advertising would be placed mainly in print media, but he also demonstrated a series of internet banners and an inter-active game that could be used for ‘online awareness raising’.He urged industry members to start working together in order to make it easier to target the weekend break market, as evidence showed that the Island was being increasingly perceived as a short-break destination.The adverts themselves will all encompass a strapline with the phrase ‘…
begins with Jersey’.
For example, the advertisement focusing on cycling has the line ‘Adventure begins with Jersey’ and the visual showing sailing has the line ‘Exhilaration begins with Jersey’.Jersey Tourism’s website jersey.com is on all the adverts, together with both a telephone inquiry number and a Teletext page for people interested in receiving more information.