Decision to adopt new Island Brand.

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A decision made (20/04/2007) regarding: Jersey Brand.

Subject:	Jersey Brand
Decision Reference:	MD-E-2007-0090	Exempt clause(s):
Type of Report: (oral or written)	Written	Person Giving Report (if oral):		n/a
Telephone or e-mail Meeting?	n/a	Report File ref:
Written report – Title	Decision to adopt a new Island Brand
Written report – Author (name and job title)	David De Carteret, Director of Tourism and Marketing
Decision(s): The Minister for Economic Development and the Chief Minister approve the new Island Brand.
Reason(s) for decision: The new brand has been developed over the past 18 months with a significant level of local consultation and external market research to ensure that it would enhance the image of Jersey in our vitally important export markets to build business and to underpin the communications which the Island uses to promote its industries and culture. This has been a joint initiative between the Chief Ministers Department and the Economic Development and the final proposals have now been agreed upon.
Resource(s) implication: The total expenditure to date is in the order of £240,000. This includes the research and developments costs, the creation of the Brand Manual, the production of two films, new photography and some specific design material for areas such as Jersey Airport. It also includes two phases of comprehensive independent market research which cost nearly £40,000. The ongoing roll out costs should be covered in existing budgets e.g. the new brand will be adopted by Jersey Tourism from this Autumn when design begins on the new advertisements and brochures for the 2008 season. The new Tourism building will have the brand but this will be paid for within the contract at no additional cost.
Action required: The Director of Tourism and Marketing should proceed with the roll-out of the new brand.
Signatures: Senator Frank Walker Chief Minister & acting Minister for Economic Development			Date of Decision: 20 April 2007

Decision to adopt new Island Brand.

The new Island Brand

1. Introduction

Ministerial approval is being requested for the creative material for the new Jersey Brand which has been produced by London consultants Corporate Edge during the past 18 months. The project has been jointly managed by the Chief Ministers Department and the Economic Development Department.

2. Issue

The new brand has been developed with a significant level of local consultation and external market research to ensure that it will enhance the image of Jersey in our vitally important export markets to build business and to underpin the communications which the Island uses to promote its industries and culture.

The rigorous process through which the brand development has passed includes the following :-

Several phases of brand development work with many different stakeholders representing as many sectors of the community and business contacts as possible. This led to the brand coordinates which were then used to define the core thought and the subsequent creative material. The brand coordinates are Generous, Cultivated and Independent.

The brand coordinates were evaluated against the major industries of finance, tourism and agriculture and the internal community to confirm that these represented the true character and culture of the Island and led to the core thought of Jersey ‘’Life Enriching’’ upon which the brand has now been developed.

Two major pieces of market research were undertaken to test the attitude of both our customers and local population to the creative material. The first phase of research was used to develop the work further and to ensure that broad acceptance of the concepts existed and the second phase to confirm the appeal of the imagery and concepts. In both case the work researched very successfully and has led to a recommendation that this is the most appropriate and compelling brand for Jersey.

If approved there will follow a considerable amount of work in implementation, as the new brand will be introduced by Economic Development to all public sector marketing for our export industries, at principle ports where the visitor welcome needs to be enhanced and throughout the communications which Jersey uses with its customers.

The new brand will be introduced [softly] over the next few months through States communications and will be offered to the corporate sector within the guidelines which are set out in a Brand Manual. The existing States of Jersey logo will be maintained for official purposes.

The core materials available during the early launch period will include - Two life enriching short film concepts , one for the community and one for the business development market and a fully developed on line brand manual to enable agencies to understand and make use of the brand material.

Recommendation

On the basis of the work done we recommend that the Chief Minister and the Minister for Economic Development approve the new brand.

Mike King

David De Carteret

Chief Officer

Economic Development

Director of Tourism and Marketing

Economic Development