Going underground… and unlocking history for new audiences
Jersey War Tunnels bears witness to the brutality of Nazi Germany in the Second World War. The visitor attraction needed a fresh approach to destination marketing to raise its profile.
The Channel Islands were the only part of the UK under German occupation during the war and the tunnels, dug into the hillside by forced labour, house a treasure trove of stories, artefacts and information. The owners wanted us to boost visits by local people and island tourists, and promote the attraction’s Escape Rooms.
We devised a marketing strategy that put human interest stories, with their heartache, heroism and cross-generational appeal, front and centre. New key messages were developed and a coherent visual approach was adopted with the help of our designers. We engaged with local media and devised creative publicity events – such as dressing women in 1940s period costumes to distribute hundreds of limited edition chocolate bars to shoppers.
We co-ordinated PR and media relations for the new season opening and the launch of a new exhibition, Fortress Island. We achieved coverage across print, online and broadcast including the Jersey Evening Post, ITV Channel News and BBC Radio Jersey. We boosted the attraction’s social media profile on Facebook, Twitter and Instagram. For example, there were 176 likes of selfies and photos of the 1940s costume event on Facebook.