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The Warmest Place in the British Isles

Client: Jersey Tourism
Brand: Jersey 2011

Jersey is a very misunderstood place. Still regarded by many as a bucket and spade location from yesteryear, it attracts lots of older visitors and some
families with little or no appeal to young people. So how do you reposition the island and grow new areas of tourism without alienating traditional markets?

Jersey is an island, and like most islands attracts more than its fair share of interesting people. Creative, fun people. Together they create a warm,
friendly atmosphere. And since Jersey has more hours of sunshine than anywhere else in the UK, we realised it has a unique warmth to it.

Using real people, right down to world renowned local musician Nerina Pallot, we created a campaign that showed why it was the ‘Warmest place in the British Isles’. From the young to the old, from the ordinary to
the remarkable, it engages with its audience on a much deeper level than the usual picture postcard tourism campaigns.

Jersey has enjoyed a sharp rise in the number of people interested in holidaying in the island with bookings up on 2010. Traffic to Jersey Tourism’s website has increased by almost a quarter and the island recently ranked 12th in the world’s top 50 destinations most searched for
by people in the UK on Google. It was the highest-ranking destination in the British Isles and was beaten only by places like the Canary Isles, Dubai, Florida and New York.

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