The Nursery have been an insight partner for Visit Jersey for a number of years. Visit Jersey invested in research at the end of the pandemic as they could foresee a desire for people to travel but stay closer to home than they had previously.

The Nursery were commissioned to develop a segmentation for the UK market that would aid the Visit Jersey marketing team to attract visitors back to the island.

Through a series of workshops and online surveys, we gathered robust data to build the bespoke segmentation and created actionable and visual pen portraits that Visit Jersey and industry stakeholders could use for their marketing activity.

In addition, we have conducted qualitative research to help Visit Jersey in their creative development process to help them align their advertising to their core target audience.

Once the advertising has been in circulation, we conducted campaign evaluation research to understand the effectiveness through online research in the targeted geographies. Linked with booking and visitor numbers, this provided a clear indication of the success of the campaign but also provided key learnings for future campaigns.