Economic Development’s tourism department has also taken on a new consultancy, Communique Public Relations.
The 2006/7 campaign was unveiled at the annual tourism industry presentation last month.
The ‘precision marketing’ strategy is based on recent data which shows that only 17% of visitors to the Island are parents with children, whereas 62% come with a partner.
Around 15% come to Jersey to visit friends or relatives and 38% are repeat visitors.
In particular the strategy will be targeting people in the Midlands and existing contacts on the Jersey Tourism database.
There will also be closer monitoring of users of the Jersey Tourism website, to see which areas attract most interest.
The national television campaign will consist of 30-second adverts to try to build a distinctive and fashionable identity.
The key target will be the 40-plus ‘explorers/discoverers’, although the consultants will also be targeting new segments including ‘actives’ and ‘style’ groups interested in short city-type breaks and spa breaks.
