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Leading Channel Island creative and digital agency Oi has been awarded one of the most prestigious marketing awards in the world for its Visit Jersey summer 360° campaign.
At the Chartered Institute of Marketing “Marketing Excellence Awards” in London on Thursday, the agency picked up the Best Brand Building Campaign for SMEs Award. It was also shortlisted for Best Integrated Campaign. The Chartered Institute of Marketing, based in the UK, is the largest professional marketing body in the world, with more than 35,000 members.
Launched last May, alongside the new Visit Jersey brand and website, the innovative campaign was the first UK-focused virtual reality tourism activity of its kind. It featured ten 360° videos of Jersey produced by Oi and was successfully marketed through social media, online display advertising, on demand video advertising, direct mail, email and included an event where a Jersey sunset was streamed live in to a London venue.
The 360° videos on Visit Jersey's Facebook page received over 135,000 views and a further 750,000+ views via paid for digital media. Branded Visit Jersey virtual reality headsets were sent out to bloggers and vloggers who shared their immersive experiences to large social media audiences. Email activity contained third party hotel offers, as well as the opportunity to unlock further 360° videos that weren’t available on the website, to help build Visit Jersey’s email database. A video titled ‘Shoreditch to Shoreline’ of Londoners watching and reacting to a Jersey sunset streamed live from St Ouen’s Bay in to a Shoreditch venue went viral receiving over 185,000 views on Facebook.
Peter Grange, Chief Executive Officer at Oi, said the award win was testament to the bravery, hard work and determination of the team at Oi and Visit Jersey.
“Congratulations to my Jersey team and our client for this fantastic achievement. They challenged the norm and in doing so created a highly effective marketing campaign. It was a great example of brand new thinking and we’re excited about the next Visit Jersey campaigns we are currently working on.”
In a recent blog post about how storytelling has revolutionised the travel industry, Richard Branson’s Virgin Entrepreneur team ranked the Visit Jersey summer 360° campaign as the best example of ‘innovative storytelling, 'behind the scenes' anecdotes and immersive advertising’.
