WHENEVER Jersey launches a new tourism advertising campaign we can be absolutely certain of one thing – the images used on posters, in brochures and for broadcast advertising will be of the highest quality.

This is, of course, because our Island has some of the finest coastal scenery to be found anywhere in the world and a green and pleasant rural landscape dotted with appealing granite cottages and the ever-photogenic Jersey cow.

Unfortunately, we can be less certain about other aspects of our advertising – the slogans which accompany the stunning images. Some have achieved almost legendary status – such as ‘Britain’s south-sea island’ – but others have been vapid and forgettable in the extreme. And a case in point is the latest offering, ‘The little island brimming with fine experiences’, a form of words which offers nothing in the way of rhythm, impact or, crucially, memorability.

However, apart from that rather critical shortcoming, the chosen target for the present campaign is spot on. Winter in the Island clearly lacks many of the alluring attributes of the summer months, but there is still a great deal to see and there are a great many things to do. The sights and activities, moreover, are likely to be especially attractive to the over-45s who are the specific focus of the new advertising effort.

The sum being spent on the winter campaign is, at £230,000, modest, but because the focus of the advertising is relatively tight, the return could be excellent. As well as being most likely to be drawn to the Island by activities such as walking, shopping and fine dining, the over-45s, as a demographic group, tend to have high disposable incomes and a willingness to spend freely.

As Saturday’s edition of the Daily Mail pointed out in a travel feature that was full of compliments, the Island has come a long way since the days of Jim Bergerac. It is, as the Mail assured its legion of middle-market readers, an ‘idyllic’ place and the ideal destination for the many UK residents who now think nothing of taking regular weekend breaks in addition to their main annual holiday.