Discovering Jersey 2016 PR Plan

The role of PR To move beyond the rational, ‘on paper’ case, bringing to life the experience of discovery you can have on Jersey…through the eyes of ‘people like me’. Focus PR activity on bringing Jersey’s brand values to life in a disruptive and surprising way Maximise Jersey’s event calendar to drive coverage year round Ensure all PR activity ties into overall marketing objectives 2

Shifting perception 3 Jersey feels like a place I’d like to visit Jersey is the ideal tonic to city life Jersey is the perfect destination for a short break, any time of the year Drive change of attitudes and perceptions about Jersey from “I would not consider” to “I would consider” Drive change of booking behaviour and encourage more visits to the island “I would not visit” to “I intend to visit” Nurture existing audiences while attracting and growing a younger, more dynamic audience Consumer outtakes Desired outcomes Jersey is place where people like me visit

4 Media targets We are working with Metrica to map our key audiences against media titles and compile a more refined list of targets. We will use this as a way to prioritise media in terms of coverage objectives, press trips and general support. Media will then be tiered to determine the level of support for press trips. This list is currently under construction and will be shared by Metrica shortly.

Outputs and outcomes 5 Coverage across consumer lifestyle, broadcast, print and online Strong social engagement Blogger engagement with the likes of Mr. Hyde and Huffington Post Meaningful presence in key area of interest for our target audience Word of mouth and talkability Equity driving partnership Website traffic Increased awareness, consideration and booking propensity

Supported by an always on press office

Learning from past activity Over the past few years, press office activity has taken centre stage will see more emphasis on larger set piece activity that boldly challenge perceptions of Jersey. This year we’ll streamline press office work. Delivering a steady drumbeat of press activity that underpins the core campaigns will make sure Jersey has a strong presence inside and outside the travel pages, we reach our audience throughout the year and have the ammunition we need to keep Jersey front of mind for journalists.

Hard-working basics 8 A great way to put a little piece of Jersey in the hands of media Create and issue mailers to support campaign activity where appropriate Media mailersPhotographyLate dealsIsland partners Use key seasonal moments, on- island events, and significant partner news that have interesting photos to distribute to national photo desks and consumer onlines Issuing the best Jersey offers on a weekly basis to travel and lifestyle media Work with PR partners to support new offerings and attractions Facilitate and attend PR partner meetings twice a year Identify feature opportunities with national publications, consumer magazines and onlines FeaturesMedia engagementWork the calendar hooksPress trips Set up briefings with key media to build relationships that benefit Jersey Participate and support trade media events e.g. ANTOR and WTM Tailor relevant press releases to travel and local media Regularly issue event releases to long, mid and short lead media More on this, on the next slide…

Press trips: the job to do Outputs Ensure that media visiting the island, and subsequent coverage, focuses on the island as a destination, and not one small component such as accommodation. Disrupt existing perceptions that Jersey is a summer destination, educating people on why the island is the ideal holiday break option for every season. Set up a ‘year round’ programme of trips to support the offering outside of the summer months. Encourage visiting media and influencers to use the social hashtags for Visit Jersey and its partners wherever appropriate. 2 Outcomes Ensure Press Trip coverage includes a call to action that, drives potential visitors to consider Visit Jersey as a destination, and ultimately book a holiday on the island. Ensure all coverage directs traffic to the Visit Jersey website or campaign website. Each press trip = minimum x1 piece of coverage. 3 Strategic approach Focus press trips on bringing Jersey’s brand values and key messaging to life. Streamline our process to make sure we focus resource on gold tier media, maximising opportunities to shift awareness and consideration. Develop a ‘ready to go’ process and support pack for silver and bronze tier media, making sure niche publications and platforms are looked after. Clearly communicate our criteria and processes to PR partners to manage expectations and pool resources. 1

Develop media relationships Develop relationships with – and ultimately host - a targeted list of media. Encouraging them to see Jersey through new eyes, and develop bespoke trips for each that are the perfect editorial fit for their audience. Design a programme that showcases Jersey’s year-round offer. 10 Gold tier media National media (print and online) with high readership and relevant audiences Regional media with high readership and highly relevant audiences Specialty media with high readership and highly relevant audiences Online influencers with a significant following and highly relevant audiences Silver tier media Nationals with a lower readership but relevant audiences Regional media with high readership and relevant audiences Specialty media with high readership and relevant audiences Online influencers with a significant following and relevant audiences Trade media with high readership and relevant audiences Bronze Nationals with low readership and a low following amongst target audiences Regionals with low readership Specialty media with low readership Online influencers with low following Trade media with low readership

The detail: evaluation

Evaluation Historically PR coverage has been evaluated by ‘outputs’ using metrics including opportunities-to-see, cost per thousand, volume of coverage and key messages delivered. While this is still essential data to capture, evaluation metrics in 2016 need to measure not only ‘outputs’ but also ‘outcomes’. These could include: Brand awareness) Consideration of Jersey as a holiday destination Traffic to Jersey.com or other dedicated website Engagement rates on social media channels Traffic to video content 12

Evaluation 13 Key metrics Proactive and organic coverage generated Presence of photography, impact measure and call to action Presence of key message Favourability OTS & Cost per Thousand Reach and frequency to target audiences

Interim Key messages (These will be replaced by brand values post May 2016) 14 Jersey is an undiscovered gem Jersey is a contemporary travel destination Jersey is a year round destination Mentions of Indulgent/Relaxing/Escape from real life – dream destination Michelin-star and five star experiences Authenticity of the experience (can relate to food/location/climate/culture, heritage, outdoor offering including award beaches and activities) References to not being old fashioned; exciting, quirky, unexpected, surprising and fun for all audiences, including younger travellers Mentions such as top/best destination/best island in the UK (related to the events it hosts, its beaches, its dining and other experiences) Reference to visiting the island at all times of the year

Thank you