The Partnership Award
2024
Nominee
Finalist
Shortlist
Winner
Where Sea Meets Soul
Visit Jersey
Visit Jersey’s new campaign ‘Where Sea Meets Soul’ encourages tourists from the UK, Germany, and France to experience Jersey as a ‘breath of fresh air,’ inspiring them with curated product experiences that provide compelling reasons to visit Jersey year-round. It positions Jersey as a breathtakingly beautiful place to recharge, renew and reinvigorate your soul over a fresh, feel-alive short break. Jersey’s 45 miles of stunning coastline takes centre stage, showcasing the island’s natural beauty and positioning the island as an ideal destination for outdoor experiences, coastal adventures, local gastronomy and rejuvenating wellness opportunities.
Distinct propositions for each of our five core product pillars – The Great Outdoors, Food & Drink, Wellness, History & Culture, and Sustainability – have been developed which resonate closely with our audience’s motivation to travel, highlighting compelling reasons to visit year-round. Captured new imagery and footage feature aerial and coastal imagery and video, as well as for each core product pillar. There are people-focussed shots specifically in accordance with our target audience of Moment Makers (25-44 years old) and Easy Explorers (55-74 years old).
Judges Comments
Visit Jersey have presented a solid campaign which really delivers on the brand's key messaging, designed to shift perceptions or misunderstandings about what the island has to offer, heightening awareness and its appeal amongst key segments.
The judges thought that the overall execution was delivered to a very high standard. The audiences and their needs were clearly defined before deciding on the right content, media and partnership approach. The decision to partner with British Airways ensured there was clear fulfilment to actively drive visitation through bookings and the results of the campaign showed this in the number of bookings generated over a relatively short period of time.
The judges were particularly impressed by the backing achieved by Visit Jersey of such a significant proportion of the island's tourism industry, in particular hotels which signed-up to be part of the campaign. Also noteworthy is the tie-in with good media coverage, further reinforcing both awareness and interest generation with more direct conversion into bookings through the digital campaign.
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