About to launch their biggest marketing push to date, Visit Jersey came to Digital Visitor to amplify their innovative ‘Escape to Jersey’ campaign.
With the aim of delivering a positive shift in the perception of Jersey as a holiday destination among a targeted audience of UK city-dwellers, our teams adopted a focused end-to-end digital strategy across all social channels and PR outlets.
We created an innovative summer campaign to promote Jersey as a destination, which was designed to help positively alter perception of the island through a personalised ‘Escape to Jersey’ campaign video. We needed the campaign to be seen by the widest possible targeted audience, so we tasked Digital Visitor with amplifying the campaign through multiple social media channels. We were delighted with the range of activity they delivered across numerous channels and they over achieved on every target that we set.
The focus of our campaign for Jersey was the forward-thinking ‘Experience Jersey’ social hub. Capable of harvesting valuable user generated content and presenting it in one place – on an attractive microsite in this case – the hub was designed to provide the Jersey campaign with a lasting legacy.
Fully moderated, the social hub enabled Jersey to position the most eye-catching images – collected via 4 hashtags – at the top, encouraging visitors to share their experiences and the very best the island has to offer.
To drive the largest targeted audience possible to the campaign site, we ran a series of Facebook, Twitter, Instagram and YouTube Ads designed to increase interest in Jersey among target demographics.
As a result of social media advertising alone our campaign achieved 84,000 clicks and 19,000 conversions from 20 million impressions. Demonstrating that the ads reached their target audience, the best respondents were females aged 35-45, usually considered household decision makers.
Alongside this paid content, our teams crafted carefully curated organic content distributed across all channels in an attempt to shift the perception of Jersey in UK cities. This organic content outperformed all expectations, creating over 15,000 subsequent social conversions and 3,500 clicks to the Escape to Jersey website.
In support of our campaign objectives, our PR team secured 32 pieces of high value coverage across influential travel, lifestyle and food blogs. This exposure was essential to enacting a shift in the perception of Jersey among highly engaged audiences.
Influencer coverage alone drove 11 million highly valuable impressions for the campaign, in addition to 15,000 visits to the Escape to Jersey website. And an additional 3.5 million followers were reached through work with influencers across Instagram and Pinterest.
Factoring into our work with sector influencers we secured sponsorship of one of the most influential Twitter chats; #AdvTravelChat. Using the theme ‘Weekend Escapes from the City’, we asked a series of 10 questions designed to pique interest in travel to Jersey.
Backed by a compelling holiday competition, our Twitter chat received over 9 million impressions, reached in the order of 800,000 individuals and generated a further 3 blog posts from influential travel bloggers.
Combined, our social media content – both organic and paid – in addition to extensive coverage on influential blogs, groups, forums and Twitter contributed to a positive shift in perceptions of Jersey, as measured through Brand Watch. Ultimately, our contribution to the overarching ‘Escape to Jersey’ campaign has laid the foundations for Jersey to become a ‘buzz’ destination further down the line.