Jersey Tourism Promo, Case study A NATURAL CANVAS by Seventy Seven PR

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A NATURAL CANVAS

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market United Kingdom
Agency Seventy Seven PR
Released May 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: JERSEY TOURISM
Product/Service: TOURISM BOARD - JERSEY
Agency: SEVENTY SEVEN PR
Associate Director: Alex Kennedy (Seventy Seven Pr)
Account Manager: Alice Johnstone (Seventy Seven Pr)
Jersey Tourism: Mike Tait (Pr Manager)
Media placement: Consumer PR - Pre Event Tease Activity - Metro, The Sun, BBC Coast, Daily Telegraph Online, Daily Express - May 2011
Media placement: Consumer PR - Event Photography - Metro, The Daily Telegraph, Daily Express, OK! Magazine, The Guardian (Among Many Others) - October/November 2012
Media placement: Dedicated Programme Of Event - BBC Coast - Summer 2012 (To Be Aired)

Summary of the Campaign

The Jersey Beach Art Championships was a simple but beautifully executed PR campaign involving media relations and event management.

The campaign, which aimed to showcase the natural beuaty of the island of Jersey, achieved strong national coverage and tangible results in the form of increased traffic to Jersey.com showing that the images generated by the activity had prompted awareness and put the island in the consideration set of potential holidaymakers which was spot on brief.

The Situation
Jersey has seen much investment over the last five years to transform its offer into a superb mix of luxury, family, adventure and quirky events.
However, there is still a consumer perception, particularly among younger travellers, that it is associated with ‘gin and jags’ and not a place they will find interesting.
The strategic approach to our work for Jersey is about disrupting these negative associations and positioning the island as an attractive, varied holiday destination with lots to offer.

The Goal
We needed to get Jersey out of the travel pages and into the news pages and beyond to sell the island to a wider, younger audience who needed a reason to believe that Jersey has something to offer them.
To get cut through we needed something visually dramatic but intrinsically linked to Jersey’s finest assets so as to disrupt people’s existing perceptions of the island.

The Strategy

One of the messages we know resonates really strongly with younger audiences is the beach culture. Arkenfold data shows us that Jersey is in the same consideration set as Devon and Cornwall – so our activity needs to talk about the benefits versus these particular destinations.
To build on our work in 2010, where we challenged the BBC over its inaccurate reporting of Jersey’s weather, we wanted to deliver a piece of activity that united the positive weather messaging and promoted Jersey’s beach culture concurrently.
So we decided to turn Jersey’s beaches into a canvas for the world to see by creating the first ever World Beach Art Championships – enlisting top sand artists from around the globe to travel to the island, compete against each other and capture the results in aerial photography.

Execution

We started local, creating a dedicated Jersey Beach Art Website to host images by each artist and ignite excitement for the event.
We conducted an aerial photoshoot with the local beach artist in May 2010 to pre-promote the event.
On-island support was so strong it was decided to extend the event into a two day festival. A sponsorship deal with a local company (MyMemory.com) was negotiated to make this possible.
We sourced rake artists from around the globe to participate - San Francisco, UK, France and Jersey.
The event took place on 29th and 30th October, including an exhibition of work by the sand artists in St Helier and the championship day. Each artist was given a beach to use as their ‘canvas’ and a PA photographer took aerial shots that were sold into media in the UK, France and Germany.

Documented Results
Generated over 169,000,000 opportunities to see and 42 pieces of coverage in the UK (66 including France and Germany). 100% achieved a brand key message. 86% contained an image. Cost per thousand was £0.00011.

Pre-event media outreach secured a feature in Metro as well a double page spread in BBC Coast magazine and coverage on telegraph.co.uk, The Sun and Daily Express. BBC Coast filmed a dedicated programme on the championships – due to air in summer 2012.
After the final images were released, coverage was obtained in Metro, The Guardian, The Telegraph online and OK! Magazine.

Between 28th October and 2nd November visits to Jersey.com increased by 75.6%, with over 90,000 page views. Compared with 2010, site visits were up 133%. Views increased by 28% on the days of competition. Media coverage had a significant impact on page ‘likes’ and views, increasing by 300% on the 30th October.