New campaign boosts sales of the Jersey Pass

James Qualtrough | May 17, 2012 | 0 Comments

Sales of the Jersey Pass, which gives free access to 17 of the Island’s most popular visitor attractions, are already up by over 50 per cent on last year, according to Jersey Tourism.

As part of its new 2012 campaign, Jersey Tourism has been working with marketing and design specialists The Idea Works to develop a range of partner promotions and special offers to raise awareness of the Jersey Pass, generate more online sales and increase the number of visits to the Island’s attractions.

The new campaign only launched at the beginning of April 2012, but sales have already exceeded the total for the first four months of last year – partly due to a 300 per cent rise in the number being sold online.

Jersey Tourism’s marketing and promotions executive Zoe Blake said they had refocused their ‘point of purchase’ activity to capture interest in the Jersey Pass at the time as visitors were booking to come to the Island. They had also developed their on-Island offering by partnering with the visitor attractions included on the Jersey Pass to create site-specific promotional material at the different venues which highlighted the benefits and savings of buying a pass.

“We have had very positive feedback from all our main tourism partners, and from the tourism attractions and heritage sites included as part of the Jersey Pass offering,” said Miss Blake.

Richard Lumborg, managing director at The Idea Works (TIW), explained that as well as designing ‘point of sale’ material for the venues, and some of the leading hotels, they had also developed a range of online tools for use by the hotel groups in their promotional marketing.

TIW has also been utilising some of the latest internet marketing techniques, such as remarketing, to target potential visitors going online and was continuing to work with Jersey Tourism and its accommodation and venue partners to develop a range of family and children’s packages and to further improve the discounts and special offers available with the Jersey Pass.

“To help stimulate greater interest in the Jersey Pass from visitors when they’re looking to book their holiday, we’ve encouraged hotel groups and tour operators to use passes for competition purposes or as part of a special booking offer. As an added incentive for partners who have sold passes in large numbers, we’ve been able to offer free passes for use in their sales campaigns,” said Mr Lumborg.

“For example, if a hotel is able to give away free passes as part of their marketing activity, it adds value to their promotional offer while, at the same time, raising awareness of the Jersey Pass to the thousands of visitors listed on their contacts database. The online packs we’ve developed for use as part of each hotel’s e-marketing campaign also ensures consistency of message and, by linking directly to the Jersey Pass site, encourages anyone interested in coming to Jersey to buy it there and then,” he added.