Jersey. Curiously Brit…(ish)

Get nervous British travellers coming out of lockdown
Who usually travel to longer haul destinations
To consider visiting Jersey instead
By presenting Jersey as a place that's familiar but exotic

The challenge

After two consecutive summers of holidaying at home, British travellers were craving to visit somewhere different. But there was still some hesitancy around longer haul travel due to uncertainties around COVID-19 and Brexit.

The truth

Jersey delivers something unexpected for British travellers - we are close to home yet refreshingly exotic. That’s enough to make any visitor curious. The Curiously Brit...(ish) campaign is designed to provoke curiosity about Jersey's exotic side by serving up a refreshingly different twist on the familiar British holiday. It highlights our connectivity and proximity to the UK, but surprises and delights our audience with unique Jersey experiences and laidback continental influences to provide compelling reasons to visit.

The idea

We dialled up the exotic elements that make Jersey special; making more of our stunning views, French influence and slightly Mediterranean feel. We created a distinctive and vibrant visual identity for the campaign including an exotic colour palette and typography, refreshed tone of voice, new suite of imagery and graphic devices.

We developed a series of ‘mini discoveries’ on TV and social media that riffed on traditional British holidays with a refreshing Jersey twist.  Each creative captured the twist on the familiar with copy and imagery working in tandem to deliver something unexpected and exotic. The play was always in the juxtaposition between the familiar (British) and the exotic (ish). This gave our imagery a distinct and differentiated style from our competitor destinations.

We worked with Visit Jersey to curate visitor experiences that highlighted Jersey’s exotic points of difference to encourage UK visitors to ponder the exciting possibilities of planning a holiday in Jersey and drive referrals to tourism business.