The Jersey Tourism Board is reviewing its advertising after a
seven-year relationship with Mellors Reay and Grey Advertising.
The account is currently worth pounds 1.5 million, but sources claim
this will double as the region attempts to raise its profile outside the
UK in countries such as Germany and France.
The board wants to avoid its reliance on regular tourists to Jersey and
is hoping to encourage more first-time visits.
It is unclear whether Grey will repitch. However, its existing work,
which saw a focus on the ’more unique aspects’ of the island, will run
until the autumn.
The campaign aims to justify Jersey’s high prices and maintain visitor
numbers, which have fallen in recent years. The board has blamed this on
poor weather and the strong pound.
Grey was also responsible for a drive to develop sports and business
tourism. Last year, the island hosted the Jersey Corporate Games and
three golf tournaments.
Jersey is also concentrating on developing its maritime assets,
including the marina and water-based sports.
Neither the client nor the agency would comment. However, the managing
director of the consultancy Agency Insight, Andrew Melsom, confirmed
that the Jersey Tourism Board was a client and that a review was taking
Pitches will take place in the coming weeks and a decision is expected
in May. The new agency’s work will run early in 2001.
Media, which is handled by MediaCom TMB, is unaffected by the review.