Visit Jersey: The Case Reopened
With the return of Bergerac to screens in 2026, Visit Jersey had a rare cultural moment on their hands, a beloved British detective series, set on their island, reaching a brand-new generation of viewers. Series 1 had already pulled in 2.4 million viewers on U and U&Drama, reigniting affection for Jersey as a backdrop and a destination. The brief was to turn that renewed curiosity into genuine travel intent.
THE CHALLENGE:
Nostalgia alone doesn't sell holidays. The challenge was to harness the Bergerac moment without leaning so hard into retro sentiment that the campaign felt dated. Jersey needed to feel aspirational and discoverable, the kind of place that rewards a closer look. The campaign also had to work across multiple stages of the funnel, moving audiences from initial awareness all the way through to active trip planning.
THE SOLUTION:
We built the campaign around a single, powerful creative idea: the detective's evidence wall. Polaroid photographs of Jersey's beaches, restaurants, countryside and heritage sites are pinned to a corkboard, connected by red string, as if Bergerac himself had been quietly compiling a case for why you should visit.
In static executions, each polaroid becomes a hero visual of a Jersey attraction, with the surrounding wall detail providing intrigue and context. In motion channels, we pan across the wall, letting different destinations reveal themselves as the camera moves, with our messaging emerging from the space between the photographs.
The copy plays into detective language, clues, discoveries, cases to make, but always with a holiday lens and a light touch. Jersey isn't just a destination; it's a place worth investigating.
The campaign ran across Meta, Google Ads (Search and Performance Max) and Reddit, targeting key audience segments including Bergerac and TV fans, alongside Visit Jersey's own audience profiles, Easy Explorers and Authentic Adventurers.
THE RESULT:
The campaign launched alongside the Season 2 broadcast window, earning natural visibility at the moment Bergerac was at its most talked-about. The Visit Jersey team were delighted with the work, describing the assets as fun and engaging, exactly the tone the campaign had set out to strike. Running in step with the show's launch gave the creative real cultural context, ensuring it landed with audiences already primed and curious about the island.
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