Product Plans 2021 Product Plans 2021 Introduction

Priority Areas • Competitive standout for Jersey • Promote motivating experiences • Integrated approach with consumer marketing and trade distribution • Productivity & Sustainability • Increase length of stay, seasonal extension and frequency • Redefine KPIs • Target 250 opportunities • New itineraries & programme development • One content calendar • Trade Satisfaction Survey Product Plans 2021 Competitive Landscape

Post-Covid World

• Evolving consumer travel preferences • Greater concerns around personal wellbeing, air quality and humans’ impact on the environment • Desire to spend time in open spaces, with fresh air and private accommodation • Preference for active holidays, involving fitness activities or cycling and walking Product Plans 2021 Motivating Experiences

Develop experiences to match customer segments

The Great Active & History & Local People & Outdoors Wellbeing Heritage Food Culture

Nature’s never Take time to far away in Come up for air From resistance savour the Jersey. For a and breathe to liberation, authentic taste small island Connect with fresh sea air. discover of Jersey Jersey is full of the people of Feel free authentic stories everywhere from natural, wild Jersey and revitalise in that bring farm shops and spaces where discover the Jersey’s breath- Jersey's living field-side stalls you can island’s pride taking history and to Michelin- reconnect and and passion. landscapes and unique culture to starred feasts at experience scenery life. top-rated nature at its restaurants. best.

Flex profile based on market (UK, French & German) customer interests Product Plans 2021 The Great Outdoors

Motivation Suggested Suppliers / Product Events New Itinerary or Programme Development

Reconnect with • Jersey National Park (JNP) 5 Events to Get Well in • Partner with GPS nature • Les Ecrehous / Minquiers the Wild apps e.g. Komoot, (RIB) • World Wetlands Day Strava • Tides • #Lovenature Festival • JNP Coastal Trail - • Coastal Path • Durrell Dash / space travel • Walking Challenge • JNP Nature Trail – • Running • 30 Bays in 30 Days wildlife hot spots • Stargazing • World Ocean Day Low Tide Adventures • Wetlands Centre • Christmas Day Swim – 1 day 4 tides • Jersey Biodiversity Centre • Slow movement • Jersey Zoo (Durrell) immersive itinerary • Valley Adventure Centre with sustainability • Sustainability ambassadors ambassadors i.e. Charlie Cadin, Linzi • Travel with purpose Hawkin – voluntourism Product Plans 2021 Active & Wellbeing

Motivation Suggested Suppliers / Product Events New Itinerary or Programme Development

Come up for air • Cycling Events to get your • Bike packing holiday • Watersports e.g. surf, pulse racing • Cycle Gravel Route SUP, coasteering, kayaking, • Walking Week • Round the Bays sailing • Round Island Loop • Cold water swimming Challenge • DIY Yoga Spots • Yoga e.g. bunker, sunset, • Trail Monkey (clean SUP • Around Island Walk eating/vegan dining • Spa • Rat Race • Mindful spaces in • Mindfulness (Forest • Breca Swimrun island places Bathing) • Marathon • Spiritual space at • Triathlon slow pace - the • SLT moon and stars – • Jersey Surf Film JNT Festival • Tidal Marathon (new) Product Plans 2021 History & Heritage Motivation Suggested Suppliers / Product Events New Itinerary or Programme Development Discover our • Heritage lets 5 Dates to Delve into • Self-guided podcasts pride & passion • Mont Orgueil Jersey’s Past with Jersey War • Elizabeth Castle • Summer Solstice Tours (stories of • La Hougue Bie • Winter Solstice romanticism, • Occupation story e.g. Jersey • Liberation Day resistance, Heritage, Jersey War Tours, • Jersey International liberation) Jersey War Tunnels, CIOS Air Display • From Neolithic to • Jersey National Trust • Wassailing WW2 (Integrated • Dolmens / Megalithic Evie bike routes) • Ice Age Coast • Self-drive Castle & • History Alive! Forts trail partner • Walking Guides i.e. JWA, with Classic Car Hire JTGA, Jersey Uncovered • Walking Through the Ages noting key dates (History of Jersey Walk) in partnership with Jersey Heritage & Jersey Finance (Spotify) Product Plans 2021 Local Food

Motivation Suggested Suppliers / Product Events New Itinerary or Programme Development Savour an • Self-catering e.g. Freedom, 6 Foodie Festivals • Evie Big Four Cycle authentic taste Macoles • La Robeline Pop Up Tour of Jersey • Woodlands Farm Nights • From producer to • Jersey Oyster • Taste Jersey plate • Seymour Oyster Co • Beer Island Festival • Wwooffing – link • Central Markets Faulkner • Black Butter Making volunteers to Fisheries • La Faîs’sie d’Cidre farming • La Mare • Round-island food • Make a meal of it • CI Distillery Co marathon Hedgeveg trail w/ • Anneville Farm menus • La Robeline • Cream of the Crop • Genuine Jersey Top Spots for dairy delights • Jersey’s Liquid Heroes / Tipple Tours • The See-food Diet (start in the market, oyster tasting etc.) Product Plans 2021 People & Culture

Motivation Suggested Suppliers / Events New Itinerary or Experience Programme Development Connect with the • Hedge Veg 12 Ways to Discover • Jersey in 72 hours people of Jersey • Beach BBQs our Island Pride (the ultimate Jersey) • Cosy pubs • Simply Spring • Live like a local • Sporting experiences e.g. • Simply Christmas • Spectator sports Racing • Battle of Flowers • 12 Parish Challenge • Skipton Open • Uniquely Jersey i.e. Studios Jèrriais, crappaud, • Festival of Words £1 notes, • JIMF meteorological • Jersey Rally cows, visible • Jersey Boat Show islands, red squirrel, • Liberation Music Hedge Veg, Pop-up Festival fish stalls • Weekender • Airbnb • Sunset Concerts • Festival • JNT Product Plans 2021 Content Calendar

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Motivating Active & Wellbeing (A time for The Great Outdoors (Slow History & Heritage People & Culture Local Food Experienc resolutions, travel with purpose) Travel, Tidal landscapes, es Countryside)

Calendar Valentine’s World International #WorldHealt World World October Christmas Dates Day Wildlife Day Mother hDay Bicycle Day Tourism half-term NY (Romance, (03/03) (03/06) e.g. Day (27/07) Elopement) Earth Day #WorldHerit Evie e.g. Halloween International (22 April) ageDay Heritage sustainable Day of Trail tourism Happiness (20/03) World Oceans Day Easter (08/06) Spring Equinox International Day of Yoga (21/06) i.e. bunker yoga Key Taste Jersey Big Spring Liberation Sunset 30 Bays Battle of Breca Jersey On Jersey On Simply events Jersey Weekend Walking Day Concerts Flowers Swimrun Sale Sale Christmas (locals) Week Out There Boat Show Around Electric SLT Jersey Rally CI 100k Christmas Island Walk Reasons Park Swim Durrell Weekender Jersey Challenge Jersey Round Marathon Triathlon Island Walking JIMF Challenge Week Tennerfest

Air Display Savour

FoW

Jersey Regatta

Niche Weddings, LGBT, accessible, school groups, spectator sports Product Plans 2021 Industry Engagement

Priorities Breakdown by Relaunch Year-long industry type i.e. partnership plan value, luxury, programme guesthouse

Partner with Act as a other ALOs i.e. Jersey Build Back Better trusted Business, advisor Digital Jersey

Improve Share the our consumer Inspire agility welcome voice Product Plans 2021 Events Jersey

Deliverables

• Explore Covid-safe event developments respectful of restrictions e.g. Wedding/Elopement • Develop event framing to support motivating experiences e.g. Top foodie festivals • Explore event partnerships with industry i.e. Jersey Big Weekend, Jersey On Sale • Identify 2-3 suitable Event Incubator Marketing Programme candidates e.g. JNT Eco Event, Taste Jersey • Collaborate with Jersey Finance to develop a pitch to support event sponsorship requests and signpost to interested finance members • Develop an event support proposal for grassroots home grown sports event i.e. Jersey Reds, Jersey Bulls, Horse Racing which have visitor spread and appeal. • Revisit 2021 KPIs with Super League Triathlon to maximise opportunities for the visitor economy. Product Plans 2021 Sustainable Jersey

Support 2030 Carbon Neutral Vision

Establish a Sustainable Travel Jersey programme with the aim of establishing a development path towards sustainable tourism for businesses and tourism in Jersey.

Work in partnership with Jersey Electricity Company, Eco Active, Plastic Free Jersey and island ambassadors to help drive sustainable activity and inspire best practice, aligning with Jersey’s Active Travel Plan (November, 2020). Deliverables:

• Define criteria for sustainable tourism (ecological, economically, sociological)

• Set out a shared ambition – Jersey’s Responsible Code of Conduct

• Inspire participation in the UK’s Green Tourism Award

• Toolkit for sustainable tourism to support tourism planning

• Product concept i.e. Option to plant a tree when you visit Jersey in partnership with the JNP to offset your carbon footprint

• Amplify eco businesses through marketing support and exposure via VJ’s various channels.

• VJ to develop a guide to inform visitors about Jersey’s sustainable tourism product and allow them to make more conscious travel choices. Product Plans 2021 Industry Opportunities B2B Outputs (Measurements) Outcomes (Targets) Industry liaison on behalf of GoJ • CV-19 Industry Meeting • Trade Satisfaction Survey • Relay specific requests for support in partnership with Jersey Business • Guidance to GoJ on infrastructure and skills development Destination Jersey (Virtual TBC) • 120 attendees • Trade Satisfaction Survey • Event Evaluation Trade opportunities • ITB, WTM, Sales Mission (Trade TBC) • TBC Trade e-news • E-news revamp • Trade Satisfaction Survey • Open rate 35% (currently 29%) • Grow subscriber rate by 10% Jersey.com user training • 4 training sessions • Full product presentation Supplier Roadshow • Annual check in i.e. Guesthouses, Self- • Trade Satisfaction Survey catering 1-2-1 Face to Face Engagement • 2 per week / per person • Trade Satisfaction Survey

Creation of trade itineraries • 5 suggested itineraries linked to • New tour operators selling motivating experiences programmes • Trade Satisfaction Survey ‘Build Back Better’ Trade • Example – DJ quarterly webinars, JF • Trade Satisfaction Survey webinars/F2F Digital Jersey, Jersey member outreach to support tourism SME • Quarterly Finance, Jersey Business, Green with knowledge share. Tourism • Creation of a product YouTube laylist • 20 attendees p/webinar Ideas Deck - What’s Hot, What’s • 3 going up, 3 going down • Trade Satisfaction Survey Not (market trends) • Spotlight case study • Monthly Product Plans 2021 Industry Opportunities

B2C Outputs Outcomes (Targets) (Measurements) Partnership programme • Waive fees for 2021 • Trade satisfaction survey • Refresh the partnership programme • Partner referrals Campaigns & paid promotions i.e. 2021 • Provide partners with opportunities • NPS campaign, Jersey on Sale, Jersey Big to create experiences to feature Weekend, Festival of Tides Content plan • 12 core themes and calendar hooks • Trade Satisfaction Survey

Events Incubator Marketing Programme • 2-3 candidates • Trade Satisfaction Survey

Event partner opportunities • Trade Satisfaction Survey

Itinerary placement • <5 itineraries • Trade Satisfaction Survey • New tour operators Consumer e-news & on-boarding consumer • TBC as part of refreshed • Trade Satisfaction Survey journey partnership programme Social media opportunities • TBC as part of • Trade Satisfaction Survey refreshed partnership programme Priority display on jersey.com search listings • TBC as part of • Trade Satisfaction Survey refreshed partnership programme Visit Safe • 70% of bed stock • NPS

What’s On • Re-tender 2021 • NPS