Case Study | Visit Jersey
DO IT FOR JERSEY!
Inspiring an island community to take a holiday at home.
THE CHALLENGE
After a year of solidarity and sacrifice, Jersey people were in dire need of a holiday. But faced with global travel restrictions, their holiday options were extremely limited. The island’s tourism board, Visit Jersey, asked us to deliver a creative campaign to inspire locals to take a well-deserved staycation and help jumpstart our tourism economy.
WHAT WE DID
Market research
Industry insights
Creative ideation
Workshops
THE TRUTH
Locals were fed up with being told what to do by their government, but finally, we had something locals actually wanted to do: take a well-earned holiday. It’s no sacrifice to take a holiday at home when you happen to live in one of the most enviable and beautiful places in the world. We just needed to remind locals of this simple truth with a knowing wink and friendly nudge.
WHAT WE DID
Campaign strategy
Media strategy
Scriptwriting
Storyboarding
Art direction
We achieved total media saturation: our message carried far and wide through print, TV, social and through every letter-box on the Island.
“North quickly embedded themselves in our team to develop a brilliantly witty creative concept that chimed perfectly with public sentiment and delivered strong motivators to book a staycation. The spirited creative and strategic campaign planning at every step of the funnel helped us to reignite the swell of local pride and passion for our tourism industry when we needed it most.”
— Meryl Laisney | Head of Marketing | Visit Jersey
THE SOLUTION
We launched a playful campaign to entice a local market of 106,000 islanders to take a holiday at home and provide a much-needed boost to tourism. We roused the island with a humorous call to arms to ‘Do it for Jersey’. With tongue firmly in cheek, we invited locals to slum it in 5-star hotel suites, choke down lobster linguine, and wince through exfoliating backrubs. (Not for themselves, of course, but for Jersey!)
We drove thousands of islanders to bookable accommodation and holiday experiences, generating tens of thousands of bed nights for the tourism economy and supporting Jersey jobs.
Watch the hero campaign video here.
WHAT WE DID
Industry engagement
Videography
Graphic design
Web design
Advertising
THE RESULT
13.57%
Average engagement rate
1.5 Million
Impressions
3,000
Industry referrals
+30%
local website users
