Earn it! What makes PR worthy content?
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The story of the Jersey Christmas Cows. The Brief… Tasked with the challenge of achieving earned media coverage for Jersey in the run up to the Christmas period, in a noisy backdrop of Brexit and the general election mixed with BIG brand Christmas ads… We needed an idea that flexed Jersey’s personality in a fun or playful way whilst showcasing the island’s selling points at this time of the year.
The way in. Christmas Jumpers! Nothing signals the start of festive season quite like the sight of a woolly Christmas jumper. Each year Brits take their festive fever to new heights - last year was the year of the matching dog's jumper - but this year Jersey will raise the stakes even further. Think Christmas, but with bells on…
The idea. Jersey Cows in Christmas jumpers! HOW IT WORKED On December 09, we marked the start of silly season, ahead of National Christmas Jumper Day, Friday 13 and the General Election, Thursday 12 December, with a sight not to forget. ‘The world's first herd of Jersey cows proudly wearing their own Christmas Jumpers’ Partnering with @jerseycowgirl (Becky Houze), we captured hero imagery for press of Becky surrounded by cows, all wearing matching Christmas jumpers. To support the press imagery, we produced a short trailer that showed the cows in all their festive glory.
The idea. THE PITCH This Christmas, Visit Jersey is taking festive fever to a new level and casting off an all new look – the world’s first herd of Jersey cows wearing their very own Christmas Jumpers in the lead up to National Christmas Jumper Day (Friday 13 December). To model the range, Visit Jersey has uncovered one of the island’s biggest Christmas fans, Becky Houzé, the Jersey Cow Girl and her herd of beautiful Jersey cows to don the designs.
Watch the video.
The coverage. To date, we’ve achieved x259 pieces of coverage with a total reach of 291m and counting. We think we can officially say that our Jersey Cows in Christmas Jumpers have gone VIRAL! Broadcast: 4 pieces of coverage, 43,372,000 potential reach Newswires: 2 outlets, 0 potential reach (reach based on news outlets who pick up the story) National print: 4 pieces of coverage, 2,749,041 potential reach National online: 7 pieces of coverage, 4,332,759 potential reach Consumer online: 4 pieces of coverage, 20,165,066 potential reach Other online: 2 pieces of coverage, 6,581 potential reach Regional online: 9 pieces of coverage, 274,590 potential reach World online: 91 pieces of coverage, 70,287,508 potential reach Aggregators: 7 pieces of coverage, 66,376 potential reach Media social: 112 posts, 147,459,407 Talent social: 5 posts, 1,004 potential reach Local Jersey media: 13 pieces of coverage, 2.9 million potential reach
Interim results … 37% 237 50.1K 69% 144 143 Visit Jersey Content views Of articles used Of media Total media Total media campaign mentions articles used he reach hits across media imagery* campaign video and social 93 72.7K 148m 589k 7 Global media Engagements Reached from Reached across Broadcast hits hits across owned editorial social owned social social channels hits – we went viral!
Coverage highlights.
Coverage highlights.
Coverage highlights.
Coverage highlights
Owned social highlights. “I totally love this!! brilliant x” - Elaine Wharton “Love Jersey and have a real soft spot for the cows ❤ xx” – Liz Cormack
For more information or questions please contact: Rebecca Collins PR Executive Tel: +44 (0) 1534 849772 Email: rebecca@visitjersey.je
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