Jersey Travel and Guernsey Travel
Jersey Travel and Guernsey Travel are on a mission to remind UK wanderlusters they have all the makings of a far flung holiday just a few hundred miles offshore. Tapping into the desire for the bragging rights to ‘locals secrets’ and short breaks that don’t cost the earth, they partnered with Mantra to refresh their marketing and branding for 2024.
Jersey Travel and Guernsey Travel
Branding, marketing strategy, launch, website design
Anyone over the age of 40 probably has a ‘bucket and spade’ memory of a family holiday to the Channel Islands. Back then the islands were roaring with holidaymakers, with the population doubling from Easter through Summer. The dawn of cheap packages to Spain saw the end of the haydays, and it seemed the haydays of tourism were done.
Fast forward to 2023 and the opening of new routes x more conscious travellers has revitalised interest in the islands, but it also means tighter competition. We needed to create a brand that could differentiate, keep the older ‘return travellers’ engaged, and open up new markets by showcasing the unique benefits of an island break for reconnecting with nature in unspoiled countryside, beaches and marine parks.
Having reviewed the competition we were struck by how many claimed to have local knowledge, without having any born and bred locals or even boots on the ground!
This led us to devise a campaign that would harness the more secret aspects of island life, centered around nostalgic, magical moments and experiences, and drawing from the stunning photo libraries of Visit Jersey and Visit Guernsey. From where to get the freshest oysters to the best places for star gazes, we invited the curious to live/eat/chill like a local, with tips and experiences that only a team with deeps roots could suggest.
The resulting brand language is high end and future facing, aligning perfectly with their key brand values of being aspirational, reassuring, local, reliable, professional, client-focussed and approachable.
We dived into their website UX heatmaps, cut away the unnecessary fluff, and highlighted the key selling aspects which were the experience, their team, and their deep connections to the best that the islands have to offer.
With a brand new website launched in time for the Boxing Day rush, and a roll-out coming for 2024, we’re excited to see the impact the new branding will have.
THE NUMBERS
REBECCA LARSSON,
Marketing & Development Manager, C.I. Travel Group
