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 |
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Approved by: | Director of Tourism |