Case Study - Jersey Big Weekend

Visit Jersey launched its first ever Big Weekend in 2021 which took place on 24 and 25 April (and held its second Big Weekend on 2 and 3 April 2022). Nearly 50 tourism businesses took part giving away almost 700 pairs of tickets for free to local residents.

Go To Places provided support and advice to the Visit Jersey team to help market the campaign in addition to communicating with and supporting the attractions that were taking part.  As a result, there were over 225,000 web page views and over 3,000 residents made nearly 70,000 applications for tickets through our dedicated and branded web platform (ticket allocation and distribution were handled automatically).

A wide variety of attractions took part ranging from Jersey Kayak Adventures to Jersey Zoo and Jersey War Tunnels and the campaign also secured a number of key local sponsors.

Research was conducted following the weekend which revealed that 93% of participants were likely or very likely to recommend the attraction(s) they visited to friends and family and 71% said that they would visit more places on the island as a result of the Jersey Big Weekend. All the tourism businesses that took part in the survey said the Big Weekend should take place again.

Jersey residents and attractions told us that…….

“The Big Weekend is a fantastic idea to reignite locals’ interest in all the fabulous attractions available that are not only suitable for visitors. We all need to open our eyes to what we have on our doorstep and the Big Weekend is a great vehicle to do this.”  Local resident, Jersey

“A great idea - local people are the best (unpaid) promoters of our island to visitors.” Local resident, Jersey

“‘It was great to see everything that Jersey has to offer in one place. It gave us ideas for the summer holidays that we wouldn't have known about and it is great for local people to be given the opportunity to win something that they maybe wouldn't have done previously.” Local resident, Jersey

“I think it’s a good event, helps raise awareness locally and encourages people to explore what’s available and right on their doorstep. It’s easy to take for granted what’s around you and it’s good for folk to be reminded and encouraged to enjoy.” Tourism business, Jersey

“We will continue to support this event/promotion and also feel it is a way of giving back to the locals who support us all year around.” Tourism business, Jersey

Find out how your destination can run The Big Day Out or Big Weekend campaign