20 March 2009
The latest tourism task force meeting took place on Friday the 20th March and was attended by representatives of the following business houses:
Jersey Tourism, First Research, Jersey Airport, Jersey Harbours, Jersey Hospitality Association, Jersey Pottery Group, Flybe, CITS, Seymour Hotels, Morvan Hotels, Condor Ferries, Barnes Publishing, Atlantic Hotel, Hotel L'Horizon, Dolan Hotels, Premier Holidays, Shakespeare Hotel, Royal Yacht Hotel, Hotel de France
Conclusions of the meeting:
The market for Jersey is currently running lower that at a similar time last year . The reduction varies by business and by sector but figures of between 6% and 18% were mentioned.
The recent two weeks had seen an improvement, and it would be hoped to sustain this as we go through he all important Easter period.
Enquiry levels are still very positive with tourism marketing showing a 25% increase and as much as 100% from Expedia
as recently reported in the media.
Mystery shopper research by Communique showed a mixed level of performance by hotels and operators.
Previous enquiry research also revealed a significant opportunity with some 72% of enquiries still potentially available to book Jersey.
The gap between enquiries and bookings will become the main focus for the marketing effort and the new campaign will feature many price led offers.
Partnership marketing currently running at a lower level than last year but arrangements are still being concluded particularly with the carriers. The proposed Telegraph supplement has been cancelled due to insufficient industry revenue. Industry participants who had indicated support for this will be offered other opportunities.
Every air and sea carrier has been offered a joint marketing opportunity .
A new advertising agency for France has been appointed following a market review and focus group research during January. Creative is currently being prepared by the Company, LM Y& R from Nantes .
Germany flights are selling well , particularly the two scheduled services from Düsseldorf with Lufthansa and Air Berlin. Tour operator sales and enquiry levels from Germany are positive.
The additional advertising campaign recently announced is being well received .With funding from Economic Development £250k , Tourism Development Fund £250k and the Jersey Hospitality Association £50k A TOTAL OF £550K is available to be deployed during the latter part of March and April to significantly extend the campaign activity for Jersey. This will deliver extended television, national press and large 48 sheet poster in areas close to departure points.