As part of a new brand launch campaign for Visit Jersey, Oi created a social media video which saw a Jersey sunset streamed live into a pub in Shoreditch in London. The reactions of viewers were filmed and a social video produced highlighting the difference between having a sundowner in London compared to Jersey. Promotional material at the event drew attention to the island’s accessibility from London by using the strapline “Shoreditch to Shoreline in 40 minutes”.
Due to the campaign having a strong focus across digital channels we were able to measure the effectiveness easily. Digital media achieved over 36 million impressions and the 360° videos (also produced by Oi) amounted to over 140,000 views on Facebook alone.
As a result of the campaign Visit Jersey's website saw an increase of 12% compared to the previous year and generated 45,000 referrals for local tourism businesses.
The campaign was recognised globally when it was nominated for two awards at the 2017 Chartered Institute of Marketing Excellence awards and celebrated winning “Best Brand Building Campaign” on the night. Oi continues to work closely with Visit Jersey to develop seasonal campaigns and we were more than happy to see results for the first quarter of this year showing a 19% increase in holiday visitors to the island, which is the biggest rise seen in 20 years.