Jersey needed to adapt to meet the target of encouraging 1,000,000 visitors by 2030. Delivering a content platform site (and the content) that would allow traditional and new visitors to discover Jersey and be inspired meant we had to work hard. Very hard.
We're talking morning, noon and night - often well after midnight when it cane to tidying up post location capture.
By the way, when we talk about Jersey, we mean the original Jersey. An amazing little place, once a village in the sea, now a jewel in the British crown and a sparkle in the finance industry's eye. This is Jersey’s moment to regenerate its tourism industry to its former glory. It’s also where our studio is based, our home, our sanctuary, our illicit child we all love so much.
We spent 12 months battling weather, permissions, model excuses, expectations, sluggish seasons and that's just the start. We had to be responsive and pretty much on call and en garde at all times. Why? Passion - our intrepid studio constantly striving to dish up Jersey for a new world of visitors to see.
Beautiful photography, seasonal film capture, post production, research, considered copywriting and tone of voice? Check.
Like all good travel, organisation and planning make for a smooth journey into storytelling content.
We wanted to keep the industry happy by matching the right people with the right products. Smart filters that are easy to use on the go. Result: everyone’s happy.
It’s good to give spontaneity a helping hand. Introducing a way for visitors to go deeper with a listings function, creating opportunities for location-based discoveries and rewarding the intrepid.
Content designed, written, photographed and filmed by us - curating the benefits of Jersey for easy observation; local secrets, places to go, places to see, things to do, itinerary suggestions and location guides.
What a responsibility. Not only did we curate the site structure but we were also responsible for the content planning and execution. We’re not just talking white sandy beaches and azure blue skies. Hell no, that would be far too easy.
The all important shoulder months have so much to offer. We worked tirelessly against the Great British weather gods to ensure that the real Jersey was on visitors' radars through the seasons.
Tough yes, up for it, hell yes!
Who better to write the site-wide copy, features, articles and ambassador stories than a writer working hand in hand, deep in the studio that designs, problem-solves, captures, edits, and delivers all the content?
Jersey had to stand out on an international stage. Careful location scouting and model casting to ensure we framed a true representation of the island was our responsibility, married to the awesome photographers and our lifelong extended family at StudioM. This relationship with our team and people is what makes us tick.
We love film - storytelling in its most pure form in our minds. We researched and developed each and every short film into a real story, whether that was capturing the cold dramatic winter, telling Ambassador stories or shooting media library B-roll. We were there, driven by a passion to ensure an island so beautiful was served up in each and every frame.
'It was a privilege to partner with The Observatory on a project as critical to Jersey’s future as defining and expressing its brand.
Their breathtaking films brought the idea at the heart of the Jersey brand strategy into sharp, vivid focus, and perfectly communicated the emotional allure of #theislandbreak. Fantastic creative work, and a pleasure to work with.'
Who better to champion the island than islanders who love it here? We found real Jersey characters whose passion and love for Jersey shone out, and filmed them doing - and talking about - what they love best. Enthusiasm’s contagious and these feel-good stories get to the beating heart of what makes Jersey special. From all-weather swimmers to cliff-top shepherds, naturalists, deli-owners and rockclimbers, our ambassador stories let visitors see island life through the lens of locals.
'Local people are our biggest asset, both in front of the camera and as the storytellers behind it. Working together with a world class content agency and featuring islanders who are passionate about Jersey, we can capture the heart of what makes Jersey such an awesome destination.’
Reasons, not seasons. Travel's changed. It's time for destinations to catch up.