Arkenford Provide Market Insight to Jersey Tourism

Arkenford provide market segmentation and visitor perception research to support Jersey Tourism's marketing strategy.

Identifying New Customers

Although a popular tourist destination,  Jersey has suffered from preconceptions in the UK market of offering a purely traditional holiday, and the suspicion that a new market with a greater spend could be encouraged to take holidays in Jersey.

 Arkenford were contracted to undertake a whole-market study to identify the existing market segments, and the perceptions of Jersey amongst other segments of the population. Using the ArkLeisure segmentation, we identified two new market segments which could potentially yield new customers for Jersey.

 Working with the Jersey marketing team, their agencies and stakeholders, Arkenford highlighted the key purchase values of the new target segments, using briefings and workshops to help design marketing campaigns around the needs of the segments.

 Testimonial

'Arkenford worked closely with the Jersey tourism marketing team and our stakeholders to identify specific markets for our promotions.  Following this work we had a clear vision of our target groups have now designed specific tailored marketing campaigns in which to communicate more effectively to them.'

 Simon Le Hurey, Jersey Tourism