Adam Caerlewy-Smith's Photo
Adam Caerlewy-Smith
Visit Jersey

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DMO Stories

If there is a DMO in the last year that the #DTTT team have been so impressed with, this is Visit Jersey. Adam Caerlewy-Smith, head of marketing at Visit Jersey, will be joining us on stage at #DTTTGlobal - Disrupting the Future Destination, on the 1st & 2nd of December in Brussels. Adam will share the great work him and his team have been doing to craft an incredibly strong identity through a comprehensive campaign of strong brand initiatives with digital at the core. 

We met him for an interview and he told us more about Visit Jersey's relaunch one year ago and about their ambitions as a DMO. 

Could you tell us more about yourself and and the work you do at Visit Jersey

I moved to Jersey with my wife 4 years ago from London, the island has had such a positive impact on my life, I feel incredibly privileged and thankful to live in such beautiful part of the world, it definitely makes my job easier knowing that we have a really strong product. I started at Visit Jersey 18 months ago as Head of Marketing. It has been busy, but I am fortunate to have an extremely dedicated and passionate team, together we have ran some really great campaigns and launched a new brand and website. It has been challenging but incredibly rewarding.

How many people work at Visit Jersey and how is the work divided?

13 people, broadly split into research, marketing, product development, information services & business development

Tell us a little bit more about Visit Jersey's relaunch a year and a half ago. What ambitions do you have as a DMO?

The launch of the new brand went really well, it was a brutal few months, but it was well received, its been really interesting to see how the brand is developing even over such a short period of time. Our ultimate ambition is to attract 1 million visitors a year by 2030.

What does Visit Jersey's new brand say about the destination? What was the process of working on the brand?

We wanted to understand how people really felt about Jersey, so we consulted widely with local people, the industry and of course our visitors. We learnt that Jersey isn’t so much different, but it is special. Previously we spent too much time talking about our islands features, where what we should be talking about is its benefits. How Jersey makes you feel.

What work has gone into crafting the strong destination identity #TheIslandBreak?

A huge amount work was involved, the creative application in reality was probably the easy part, the real challenge was the strategy that sits behind it. We worked with global branding agency “FutureBrand” - they really embraced Jersey, which was great to see. We discovered that Jersey  can’t be boiled down to a iconic single experience – it’s not a city break, or a country break, or a beach break. In reality, Jersey is all these things and more. FutureBrand were able to help us see the Jersey is "The Island Break"

Can you tell us more about the comprehensive campaigns and brand initiatives that you have launched this year?

All of our campaigns are centred around the premise of  how a trip to Jersey will make you feel. This year we have done a lot work with VR & 360 video. However, our latest campaign is “The Sundowner”. Jersey’s west coast is host to some of the most breathtaking sunsets I have ever seen. So… using a HD webcam we live streamed a Jersey sunset onto a huge LED screen into a pub in London and filmed peoples’ reactions. View the edit:

Why is the concept 'digital at the core' so important for Visit Jersey's destination marketing?

Digital  gives us the capability to tell our island story across various platforms that easily connect us with our visitors, nurturing them through every element of the purchase process.

What role does content play for Visit Jersey?

Content is central, we have spent a lot of time developing our content strategy. Great content is more than beautiful imagery or video. Its needs to have a purpose, we develop seasonal narratives and key product themes within them, this again nurtures potential visitors through their purchase process.

What are some key learnings that you have had since the relaunch of Visit Jersey?

Take time to talk to and work with industry partners to bring them with you on the journey, a good level of consultation and strong partnerships are important.

Where do you see digital opportunities for Visit Jersey that you are eager to leverage in 2017?

Our focus in 2017 is to target the right people, right place, right time through digital opportunities based on a research led approach. This will ensure we define and align the best prospect, purchase mindset, right channel & right message fit. Personalisation will be central to this.

Why should DMOs not miss your talk at #DTTT Global?

 I will give an honest account of the process we went through and the challenges we experienced.

Discussion

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