CAse Study

Delivering an island to a modern audience

We admire spirit. A small island with a big ambition was our reason to work alongside the team at Visit Jersey. 

Jersey needed to adapt to meet the target of encouraging 1,000,000  
visitors by 2030

Go to jersey.com
Jersey
(The original Jersey).

By the way, when we talk about Jersey, we mean the original Jersey. An amazing little place, once a village in the sea, now a jewel in the British crown and a sparkle in the finance industry's eye. This is Jersey’s moment to regenerate its tourism industry to its former glory. It’s also where our studio is based, our home, our sanctuary, our illicit child we all love so much.

A new world for visitors to see

Responsive tourism.

We spent 12 months battling weather, permissions, model excuses, expectations, sluggish seasons and that's just the start. We had to be responsive and pretty much on call and en garde at all times. Why? Passion - our intrepid studio constantly striving to dish up Jersey for a new world of visitors to see. 

Location(s)

A sum of many parts

Beautiful photography, seasonal film capture, post production,  research, considered copywriting and tone of voice? Check.

Like all good travel, organisation and planning make for a smooth journey into storytelling content.

get your bearings
Maps out

Maps, maps and more maps. Why? We needed a systematic view for maps to make it simple for visitors and locals to discover and rediscover the fruits that the beautiful island has to offer. Maps make it easy to find something you weren’t looking for. So we made them easy to use on any device, wherever you are. That’s the plan, spontaneous, just like we like it.

Smart filters

We wanted to keep the industry happy by matching the right people with the right products. Smart filters that are easy to use on the go. Result: everyone’s happy.

Convenient discovery

It’s good to give spontaneity a helping hand. Introducing a way for visitors to go deeper with a  listings function, creating opportunities for location-based discoveries and rewarding the intrepid.

Go to Maps

Destination wrapped up

A neverending story

Designed, written, photographed and filmed by us - curating the benefits of Jersey for easy observation;  local secrets, places to go, places to see, things to do, itinerary suggestions and location guides.

Go to Guides
COpywriting
Photography
Film

Content in the lap of the Great British weather gods?

What a responsibility. Not only did we curate the site structure but we were also responsible for the content planning and execution. We’re not just talking white sandy beaches and azure blue skies. Hell no, that would be far too easy. 

The all important shoulder months have so much to offer.  We worked tirelessly against the Great British weather gods to ensure that the real Jersey was on visitors' radars through the seasons. Tough yes, up for it, hell yes!

80
+
Feature articles
12
+
Ambassador Narratives
Tone
It’s more than just words.

Who better to write the site-wide copy, features, articles and ambassador stories than a writer working hand in hand, deep in the studio that designs, problem-solves, captures, edits, and delivers all the content?

Photography
So much content out there.

Jersey had to stand out on an international stage. Careful location scouting and model casting to ensure we framed a true representation of the island was our responsibility, married to the awesome photographers and our lifelong extended family at StudioM. This relationship with our team and people is what makes us tick.

8000
+
Photographs
60
+
Locations
48
+
Films
4
Languages
Film
Staying true to our vision.

We love film - storytelling in its most pure form in our minds. We researched and developed each and every short film into a real story, whether that was capturing the cold dramatic winter, telling Ambassador stories or shooting media library B-roll. We were there, driven by a passion to ensure an island so beautiful was served up in each and every frame.

'It was a privilege to partner with The Observatory on a project as critical to Jersey’s future as defining and expressing its brand. Their breathtaking films brought the idea at the heart of the Jersey brand strategy into sharp, vivid focus, and perfectly communicated the emotional allure of #theislandbreak. Fantastic creative work, and a pleasure to work with.'

Alex Book
Futurebrand
Jersey ambassadors

Connections with real people and authentic stories.

Why Ambassadors?
People connect with people

Who better to champion the island than islanders who love it here? We found real Jersey characters whose passion and love for Jersey shines out, and filmed them doing - and talking about - what they love best. Enthusiasm’s contagious and these feel-good stories get to the beating heart of what makes Jersey special. From all-weather swimmers to cliff-top shepherds, naturalists, deli-owners and rockclimbers, our ambassador stories let visitors see island life through the lens of locals.

Go to Ambassadors page
Meet Jordan
Meet aaron
Meet sophie
Meet eleanor
Meet paul
Meet sally
Meet bill
Meet vicky
Meet julie

‘Like many other people, I’m not altogether at home in the limelight. That wasn’t an issue with The Observatory - they quickly put me at ease and the first time I saw the finished video a lump came to my throat. That takes some doing!’ 

Aaron Le Couteur
Visit Jersey Ambassador

'Local people are our biggest asset, both in front of the camera and as the storytellers behind it. Working together with a world class content agency and featuring islanders who are passionate about Jersey, we can capture the heart of what makes Jersey such an awesome destination.’

Adam Caerlewy-Smith
Head of Marketing, Visit Jersey

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