WHAT Jersey has to offer – rather than the attraction of the weak pound – is the message in this year’s Jersey Tourism marketing campaign.

The £600,000 project, consisting of television and national press adverts, went live last weekend and was unveiled to Jersey’s tourism industry today at Cineworld.

It was assumed within the industry that the marketing campaign would capitalise on the weak pound, but Jersey Tourism director David de Carteret said that the exchange rate played a part but did not drive the campaign. ‘It’s a key factor but we have got to sell Jersey for its attributes because that will bring people here,’ said Mr de Carteret.

The new campaign aims to plant Jersey in people’s minds when they start to consider where to go on holiday this year. The main feature is the beauty of Jersey, highlighted through aerial photography and shots from last year’s television adverts. Shopping and food are also key features and GST is being marketed as a positive selling point.

• Picture: Aerial photography highlights Jersey’s scenery in this year’s advertising