Do it for Jersey! Staycation campaign

Get islanders

Who were in dire need of an escape from travel lockdowns

To holiday at home and jumpstart the dormant tourism economy

By encouraging them to have a guilt-free staycation on their beautiful and enviable island home.

The challenge

After two years of solidarity and sacrifice, Jersey people were in dire need of a holiday. But faced with global travel restrictions, their holiday options were extremely limited. The island’s tourism board, Visit Jersey, asked me to deliver a creative campaign to inspire locals to take a well-deserved staycation and help jumpstart our tourism economy.

The truth

Locals were fed up with being told what to do by their government, but finally, we had something locals actually wanted to do: take a well-earned holiday. Now they could indulge themselves in the guilt-free certainty that they were holidaying for the greater good to support local hospitality businesses and Jersey jobs. It’s no sacrifice to take a holiday at home when you happen to live in one of the most enviable and beautiful places in the world. We just needed to remind locals of this simple truth with a knowing wink and friendly nudge.

The idea

We launched a playful campaign to entice a local market of 106,000 islanders to take a holiday at home and provide a much-needed boost to tourism. We roused the island with a humorous call to arms to ‘Do it for Jersey’. With tongue firmly in cheek, we invited locals to slum it in 5-star hotel suites, choke down lobster linguine, and wince through exfoliating backrubs. (Not for themselves, of course, but for Jersey!)

We drove thousands of islanders to bookable accommodation and holiday experiences, generating tens of thousands of bed nights for the tourism economy and supporting Jersey jobs.

Watch the hero campaign video here.