Our cooperation with Jersey Tourism (now Visit Jersey), the tourism office of the Channel Island Jersey, started in 1989. As PR, marketing and trade representation, we put the island of Jersey on the tourism map and represented it in the German-speaking markets for thirty years.
The Challenge
When we took over the PR, trade and marketing work for Jersey in 1989, the Channel Island was largely unknown as a travel destination in the German-speaking countries. There were no direct flights to the island and Jersey was only represented in a handful of programmes by German-speaking tour operators. The main goal of our work was to make Jersey better known as a potential travel destination and to increase the number of visitors from Germany, Austria and Switzerland to the Channel Island.
Our Approach
In order to increase the level of awareness and visibility of Jersey as a potential holiday destination, we have developed and implemented diverse, high-reach advertising campaigns in radio, print and online media. Thanks to our initiative as well as our contacts with the aviation industry, we have succeeded in ensuring that Jersey has become a direct destination on the schedules of Lufthansa and Eurowings from Germany, Austria and Switzerland. Through our cooperation with the travel trade there are also various charter flight connections to the island. In addition to extensive press work and close cooperation with tour operators and joint marketing activities, we were responsible for the trade fair appearance of the Channel Islands Jersey, Guernsey, Alderney, Sark and Herm at the ITB for 30 years and have organised an annual trade dinner for over 60 guests. We were also responsible for handling the German-language website and social media channels as well as for all print publications about Jersey in German.
Success & Numbers
In the area of press work, we have generated an annual average of 470 publications in consumer and trade media with around 53 million reader contacts. These included countless travel reports from press trips, of which we organised a total of 482 over the entire period, including numerous TV shoots, many of which we supported on location. As trade representation, we were able to expand the range of programmes through close cooperation with tour operators, so that today over 250 tour operators have Jersey in their programme. In addition to FAM trips we conducted product training with travel agencies and implemented numerous advertising campaigns. Thanks to our contacts, we were able to initiate various book and television productions on Jersey, including a partnership with actor John Nettles (Inspector Barnaby).
A very special thank you goes out to Kiki Müller, who has yet again supported me with her profound knowledge of the island. Without her, I wouldn’t have gotten to know Jersey’s everyday life like I did.