Holidays to Jersey will be promoted from Boxing Day in a new multi-channel advertising push coupled with agent training.
The new ‘Jersey, Curiously Brit…(ish)’ campaign from Visit Jersey will run on digital, out of home, television and print until April 2022.
The tourist office hopes to appeal to visitors who are nervous about travel restrictions and long-haul flights, with the promotion designed to ignite interest in an island break next year during the peak booking period.
Visit Jersey has refreshed its destination training modules available to agents to coincide with the new campaign.
Agents can also access a campaign toolkit to utilise imagery to help sell the destination.
Additionally, agents who complete the five course training will be entered into a prize draw to win a hamper.
The multimedia campaign aims to capture the essence of Jersey by showcasing experiences such as walking along beaches reminiscent of long-haul island destinations, contrasting this with familiar British elements such as quaint villages and lack of a language barrier.
Heightened consumer demand has led to Jet2 increasing services to Jersey from Birmingham, Manchester and Newcastle with seasonal flights starting in May 2022, while Blue Islands has confirmed new routes from Dublin and Norwich.
Visit Jersey chief executive Amanda Burns said: “During 2021, Visit Jersey undertook significant market research to identify our best prospective market segments, which has enabled us to build a much stronger and richer understanding of what motivates our target customer groups to travel and enabled us to develop a campaign that focuses on what will appeal to prospective travellers to Jersey.
“We’ve developed distinctive advertising that makes our audience think differently about Jersey and taps into their motivations for travel, promoting Jersey’s unique experiences and provoking curiosity with a different twist on the familiar British holiday.”
UK visitors to the island who are fully vaccinated are currently not required to take a PCR test or isolate on arrival.