How I built a destination brand for the most connected island on Earth.
DIGITAL JERSEY: DESTINATION BRAND CAMPAIGN
Brief:
Get tech entrepreneurs and businesses
Who operate in UK and Europe
To relocate their digital business to Jersey
By demonstrating that Jersey is a world-class digital hub
The challenge:
Digital Jersey is a government organisation that promotes the economic growth and development of the digital sector. In a connected world of digital possibility where entrepreneurs can work from anywhere, they still need a place to call home and people to share it with. Digital Jersey wanted to position Jersey as an exciting destination to relocate your digital business. If there was a bug in its code, it was definitely the general lack of brand awareness and weak perception of Jersey as a world-leading digital hub. We needed to carve a strong identity for the island from a unique creative territory the island could truly own.
The truth:
The island of Jersey punches well above its weight in the digital arena, with the fastest internet speeds in the world, lightning-fast 4G and IoT networks, a connected community of 4,000 digitally skilled entrepreneurs, a business friendly government and fast travel connectivity to UK and European hubs. Jersey has many technical features that make it a world-class technology hub, but then again, so do main competitors such as Estonia and Lisbon. I realised that it’s unique advantage wasn’t that it was an internet of things, it was an internet of people. In Jersey, you're never more than ten minutes from the sea, an hour's flight from the UK, or one hand-shake between you and the private investor who eats at your favourite seafood bar or the startup that pops up next door with the missing ingredient for your next big thing. Welcome to the most connected island on Earth, where connections run deeper than data.
The idea:
It was time to shift the dial by building a new storytelling platform for Jersey. I scripted and directed two emotionally-driven hero films from real-life case studies of how incredible digital things happened in Jersey through the power of connection. I devised a digital media strategy that targeted three distinct audience segments through targeted content in relevant industry channels that drove them to a campaign hub with richer information on relocation to Jersey. The campaign delivered on short-term lead acquisition and also met longer-term objectives including brand awareness and engagement over a longer cycle to convert awareness into enquiries.
