France
Jersey Tourism’s French Agency LMYR will be delivering the 2010 Consumer Campaign, building on the success of last year’s and communicating Jersey’s “Britishness”, yet close proximity to France. The new creative delivers this message in an innovative way, using the strapline “réserve naturelle de charme britannique”. The key objective of the campaign is to build brand awareness in the French market, focusing predominantly in the Normandy, Brittany and Paris regions. France is Jersey’s second biggest market with key transport links from these areas. 2008 saw 32,810 French Staying Leisure Visitors and in today’s economic climate Jersey wants to focus its campaign on value for money; the strength of the pound against the euro and Jersey as a cosmopolitan island.
The campaign will use various media to build awareness, predominantly online; emailing campaigns and an interactive website to encourage French visitors to the island, driving them to Jersey.com for further information. A key event in the 2010 calendar is the Tour de Bretagne cycling race from 25th – 26th April which aims to attract cycling enthusiasts, amateurs and semi-professionals alike to experience the spectacle and Jersey being an ideal place for cycling.
Roadside billboards will be used in Rennes and Nantes as well as press insertions in magazines such as Elle, Marie-Claire and Le Figaro to target the trend-setters in the Paris area.
Visitor Profile / Target Audience
- Jersey’s target market in France is 45+ with a relatively high disposable income.
- Spend per visitor is approximately £230 per visit.
- Although our primary effort is towards staying leisure visitors nearly 90,000 day trips were made from France in 2008 and this is an important element of our visitor profile.
Campaign Objectives
- To increase staying leisure visitors by 2% from 2009 figures.
- To increase brand awareness of Jersey in France – particularly in the Normandy, Brittany and Paris regions.
- To target the market more effectively through the marketing mix.
- To encourage French visitors to spend a short break in Jersey.
- To promote the wealth of things to do in Jersey and the ease of travelling here either by ferry or plane.
- Re-address the perception that Jersey is the same as French islands such as Chaussey, Brehat or Les Sept Iles.
To participate or for further information please see our contacts page.