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Jersey Tourism: Television Advertising: Christmas Campaign: Approval of expenditure

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A decision made 13 December 2011

Decision Reference: MD-E-2011-0203

Decision Summary Title :

Tourism Christmas 2011 TV Campaign

Date of Decision Summary:

7th December 2011

Decision Summary Author:

 

Tourism Marketing Manager

Decision Summary:

Public or Exempt?

(State clauses from Code of Practice booklet)

 Public

Type of Report:

Oral or Written?

Written

Person Giving

Oral Report:

n/a

Written Report

Title :

Provide support funding Christmas TV Advertising Campaign

Date of Written Report:

7th December 2011

Written Report Author:

Tourism Marketing Manager

Written Report :

Public or Exempt?

(State clauses from Code of Practice booklet)

Public

 

Subject:  Tourism UK Christmas TV advertising Campaign.

Decision(s): The Minister agreed to approve additional expenditure to support the Tourism sector with a post Christmas TV campaign. The total level of support will be £70k.

Reason(s) for Decision: Tourism in Jersey is likely to face another tough year in 2012. An early TV campaign will help launch Jersey at a key period in holiday consideration period and at a time when advertising media is low cost.

Resource Implications: This is within the EDD budget. The allocation of monies to fund this project has come from slippage on other projects.

Action required: The Minister will instruct the Tourism Marketing Manager to implement the campaign.

Signature:

 

Senator AJH Maclean

Position: 

 

Minister for Economic Development

Date Signed:

 

Date of Decision (If different from Date Signed):

 

Jersey Tourism: Television Advertising: Christmas Campaign: Approval of expenditure

ECONOMIC DEVELOPMENT DEPARTMENT

 

JERSEY TOURISM

UK Christmas TV Campaign 2011

Purpose of the Report

To approve the expenditure of monies to enable Jersey Tourism to purchase post Christmas TV media.

Introduction

Jersey’s largest tourism source market, the UK, is facing unprecedented pressure in 2012. This is due to the continuing economic crisis, rising unemployment, fears and uncertainty regarding other European issues.

 

Major events in 2012, including the European Football Championships, Queen’s Diamond Jubilee celebrations and the Olympic Games, are also creating a complex planning and budgeting agenda, due to the events taking place during crucial booking and advertising periods.

Discussion

The impact of these events is changing the media market place, by driving up the cost of advertising in key spring and summer months. As a destination, Jersey should be undertaking additional advertising, other than its online activity, throughout May. However, this is now out of our reach, as brands that have been displaced from other months, have moved into May, pushing up the cost of advertising in this month.

 

The first 4 months of the year presents the biggest opportunity to capture bookings and to put Jersey on the map. In 2011, Jersey Tourism’s strategy of maximising TV and online activity, during the early part of the year, worked well to secure advance enquiries and bookings, which are of more value than last minute bookings.  Thomson Holidays launched their £5M TV campaign in November, in order to create and capture an early market for 2012 ahead of their competitors.

Possible Solution

We have been observing the TV media markets closely over the last few months and there is a window of opportunity to run a burst of TV advertising between Christmas and New Year. This is at a key time when online search within the travel industry is starting to climb. Hitwise research, that studied Jersey traffic, indicates that searches for Jersey also start to climb. The intention is to fuel this traffic, at a time when media cost is reduced and interest is increasing.

 

Resource Implications

The total level of support will be £70k. This is within the EDD budget. The allocation of monies to fund this project has come from slippage on other projects. There are no manpower implications.

 

Written by:

Tourism Marketing Manager

 

 

Approved by: 

Director of Tourism

 

 

 

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