Unleashing Jersey's Superpower: A bold new strategy for 2026 and beyond

At Llama, we don't just craft logos or taglines—we help forge the strategic North Star

We were proud to work with Visit Jersey on a new mission: to jettison a pre-pandemic brand strategy and catapult the island's place in the world for today's traveller. The result? A defiant new positioning that just hit the public sphere: "Tiny Island. Warm Welcome. Bursting with Experiences."

The brief was a challenge: In a brutally crowded market, Jersey needed to cut through. We had to change misconceptions—the confusion over why to go, what to do, even where it was. The solution? Jersey's size; we turned it into its superpower the compact scale is a huge benefit for a time constrained traveller (more discovery, less travel time), signature warm hospitality that is evident from all the visitor data, and the spectacular breadth of experiences packed into just 45 square miles.

But a great brand needs great targeting. Changing the old demographic rulebook and zeroing in on powerful "mindsets." We shifted focus to travellers hungry for history and off-the-beaten-track adventure—and those craving deep relaxation and unfiltered nature. This depth of insight ensures every marketing dollars lands with maximum velocity and return.

This wasn't a rebrand; it was the construction of a future-proof platform for sustainable  growth.  By delivering the definitive answer to the critical question, "Why Jersey?", we've armed the island with the strategic firepower to capture its most valuable visitors for the next decade.