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The context we’re operating in

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

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The context we’re operating in

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  1. 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

  2. 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)

  3. … and … 97% of visitors would recommend Jersey

  4. … 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

  5. 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

  6. … so what is the opportunity? • In order to compete, we want to move from REINFORCEMENT …of existing and well-known messages • To a strategy ofDISRUPTION …where we find unexpected ways of delivering our messages

  7. Some early or recent wins …

  8. Some early or recent wins …

  9. “JEALOUS” BRITAIN Excluding JERSEY CAMPAIGN TO GET ON THE MAP JERSEY TOURISM TAKES ISSUE WITH LACK OF WEATHER PROFILE, AS NATIONAL FORECASTS GLOSS OVER ISLANDS WE CREATE A STORY TAKING ISSUE WITH THE FACT THAT BBC WEATHER MAPS GLOSS-OVER JERSEY IN THE FORECASTS ... TRYING TO AVOID MAKING OTHER BRITS JEALOUS … WITH A STRONG LETTER TO THE BBC AND MET OFFICE RELEASE TO NATIONAL MEDIA TO CREATE DEBATE ... FROM GMTV, RADIO 4 TODAY AND BBC BREAKFAST TO NATIONAL PRINT, NATIONAL AND REGIONAL RADIO CHAT, THE COLUMNISTS, TRAVEL PAGES AND BEYOND ...

  10. RAKE ART ON THE BEACH … CREATING A CHAMPIONSHIP YES, WE HAVE GREAT BEACHES ... BUT HOW TO MAKE THEM FAMOUS BEACHES ...? WORK WITH RAKE ARTIST ANDRES AMADOR TO ACT AS AMBASSADOR FOR NEW ANNUAL EVENT ... “THE BRITISH RAKE ART CHAMPIONSHIPS”

  11. RAKE ART ON THE BEACH … CREATING A CHAMPIONSHIP 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 INVITATIONS TO NATIONAL MEDIA TO FILM AND TAKE PART ... FROM ONE SHOW TO COUNTRYFILE TO NEWSROUND TO NATIONAL NEWS PHOTOGRAPHY OF THE EVENT WINNER SOLD-IN TO NATIONALS

  12. RAKE ART ON THE BEACH … CREATING A CHAMPIONSHIP AND WE WILL TAKE IT DIGITAL ... SPREADS OF THE BEST DESIGNS USED ON FLICKR, TWITTER, FACEBOOK TO CREATE SOCIAL MEDIA BUZZ CREATE TIME-LAPSE FILMS OF THE WORKS BEING MADE TO PLACE ON YOUTUBE TO GENERATE FURTHER ONLINE INTEREST ...

  13. JERSEY COMES TO FIFTEEN QUALITY LOCAL PRODUCE ... IN THE UK JERSEY PARTNERS WITH FIFTEEN TO CREATE A MONTH OF JERSEY PRODUCE AT THE FLAGSHIP RESTAURANT … SOURCING TRIP FOR APPRENTICES IN FINAL PLANNING MEDIA RELATIONS AND FOOTFALL-DRIVING AROUND THE MONTH PARTNERSHIP TO CREATE A NEW “JERSEY DISH” PLUS POTENTIAL TO WORK WITH PARTNERS TO CREATE OTHER ACTIVITIES THAT EXPLOIT THE PARTNERSHIP TO OUR COLLECTIVE MUTUAL BENEFIT: USING FIFTEEN AS AN EMBASSY FOR JERSEY AND OUR PRODUCE

  14. HARD WORKING PRESS OFFICE DELIVERING WEEK IN, WEEK OUT REGULAR FLOW OF NEWS … PUT OUT NEWS FROM ACROSS THE ISLAND TO NATIONAL AND REGIONAL TRAVEL TITLES ON-GOING, WHETHER ON SPECIFIC ATTRACTIONS, OPENINGS OR EVENTS PRESS TRIPS WORK WITH PARTNERS TO SECURE PRESS TRIP OPPOTUNITIES IN CONSUMER, TRADE AND NATIONAL MEDIA

  15. 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-UPS E.G SPRING WALKS, FAMILY BREAKS, CHRISTMAS MARKETS

  16. 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 jerseytourism@77pr.co.uk

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