Q1 2018Visit Jersey

What we’ll cover…Press Office• Focus – Q1• Q1 Marketing

• January• February • March

• Always On• Media & Influencer trips

Campaigns• Photography collaboration• Look book

Love Winter & Easter Escape Q1 Focus

In January and February activity will tie back to the Love Winter campaign and marketing focusses.

As we know, winter is given a bad rep. People are constantly moaning about the cold, dark days and having to spend too much time indoors. But winter has so much to offer and we want to make people fall in Love with Winter in Jersey.

Winter in Jersey is a beautiful thing. From bringing a sense of freshness, to invigorating the soul and blowing away the cobwebs, the change of season leaves locals and visitors feeling rewarded, relaxed and rejuvenated.

“It’s the unique smell of the winter air straight from the sea, and that moment when you step in from the cold and feel your skin tingle with appreciation. That is loving winter.”

Moving into March our attention will shift to all that Jersey has to offer in Spring, with a focus on “Spring starts early in Jersey”, Easter, short breaks and walking.

Q1 MarketingJanuary • Adventure & outdoors• Dog & pet friendly• Family holidays • Weddings • Luxury breaks & spas• Romantic & couples

February • Summer holidays• Weddings• Luxury breaks & spa• Music & festivals• Romantic & couples• Short breaks

March • Spring• Golf• Unusual & unique• Short breaks• Walking

Q1 marketing focus in PR activity:• Included within conversations with media when selling-in media

alerts and organising trips to the island• Scheduled in to media & influencer trip itineraries, ensuring

activities are linked back to the marketing focus areas• Key messaging from marketing campaigns will be worked into all

all media alerts

Media Alerts – Q1

January • MEDIA ANGLE: Research led pitch about how seasonal travel trends

are shifting, leading with Jersey specific stats to highlight how people are no longer shying away from winter breaks or seeking out winter sun abroad, but that they are looking closer to home

• We will identify the reasons WHY and WHAT people look for when planning a local winter break, and will present Jersey as the perfect destination year round

• We will also include detail on how travel trends differ between seasons e.g. length of trips, distance people travel, what people do on holiday, barriers to going away in winter which will enable us to present ourselves as an authoritative voice when it comes to identifying travel trends

• We will seed gift packs to media to launch the research and Love Winter content

February • MEDIA ANGLE: Love is in the air! From spa treatments to candle lit dinners

and romantic walks along the beach, spoil your loved one this Valentine’s Day in #theislandbreak

• Jersey is the perfect destination for lovers old and young for a romantic break

• MEDIA ALERT: Love Jersey this Valentine’s Day. Identify the most romantic spots and things to enjoy in #theislandbreak

• INFLUENCER / MEDIA TRIPS: Trips taking place in February will position Jersey as an easy getaway to celebrate Valentine’s Day. Key focus for itineraries will be:

• Weddings• Luxury breaks & spa• Music & festivals• Romantic & couples• Short breaks • Summer holidays (long lead)

March • MEDIA ANGLE: Looking to escape for the long Easter weekend?

Want to enjoy Spring early? Head off to #theislandbreak and enjoy peace and quiet with the people closest to you. It’s re-energising with family and friends, enjoying seasonal, fresh produce, and breathing in the fresh sea air, that makes Jersey perfect in March.

• MEDIA ALERT: Spring starts early in Jersey so enjoy #theislandbreak this Easter

• INFLUENCER / MEDIA TRIPS: Jersey Easter: organise influencer trips focused on Easter breaks, positioning Jersey as the perfect long weekend escape with family and friends. Key focus for itineraries will be:

• Spring starts early in Jersey • Golf• Unusual & unique• Short breaks• Walking

Always On• SEASONAL HOOKS: We’ll tap into seasonal hooks during Q1 that are

outside the angles proposed, to ensure Visit Jersey is viewed as an expert in the travel industry and a must-visit destination

• REACTIVE & PROACTIVE OPPS: We’re continuing to engage with reactive and proactive opportunities, to secure additional coverage for Jersey

• TRAVEL TRENDS: Over the Christmas and New Year period, media outlets will be publishing travel trend pieces, which provides a further opportunity to position Visit Jersey as an expert in the travel industry

• SPOKESPEOPLE: Utilise a Visit Jersey spokesperson to comment on articles around travel trends on a proactive and reactive basis

Media & Influencer Trips

Media & Influencer TripsCONFIRMED

• Independent & The Best You

Magazine

• Millykr

• A Foodaholic

• Yokomeshi

• One Hungry Asian

WARM

• Daily Star

• Fabulous

• Daily Mirror

• Lela London

• Monalogue

• Metro Online

Campaigns

Photography CollaborationJersey has so much to offer. While our focus is to ensure people are seeing this for themselves in #theislandbreak, we need to look at multiple ways to showcase the island to those yet to experience it.

In Q1 we are working with influential Instagram photographer Mike Kus to shoot a gallery of images of the island. Capturing its diverse natural beauty, stunning hotels and food, its local people and hidden gems.

Mike will showcase the different experiences #theislandbreak offers during winter.

Brand partnerships We want to encourage major brands and advertising agencies to consider Jersey as a location for their shoots and campaigns.

To do this, we are creating an asset that will showcase to the time-poor creative directors and location bookers, how versatile and visually stimulating Jersey is: The Visit Jersey Look Book.

We are utilising the existing Visit Jersey image library to create a compelling asset that will be distributed to the Top 100 creative directors in the UK and can be housed online as a downloadable asset.

Thank you Any questions on PR activity please get in touch with Rebecca A’Court: rebecca@visitjersey.je