Decision to adopt new Island Brand.

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A decision made (20/04/2007) regarding: Jersey Brand.

Subject:	Jersey Brand
Decision Reference:	MD-E-2007-0090	Exempt clause(s):
Type of Report: (oral or written)	Written	Person Giving Report (if oral):		n/a
Telephone or e-mail Meeting?	n/a	Report File ref:
Written report – Title	Decision to adopt a new Island Brand
Written report – Author (name and job title)	David De Carteret, Director of Tourism and Marketing
Decision(s): The Minister for Economic Development and the Chief Minister approve the new Island Brand.
Reason(s) for decision: The new brand has been developed over the past 18 months with a significant level of local consultation and external market research to ensure that it would enhance the image of Jersey in our vitally important export markets to build business and to underpin the communications which the Island uses to promote its industries and culture. This has been a joint initiative between the Chief Ministers Department and the Economic Development and the final proposals have now been agreed upon.
Resource(s) implication: The total expenditure to date is in the order of £240,000. This includes the research and developments costs, the creation of the Brand Manual, the production of two films, new photography and some specific design material for areas such as Jersey Airport. It also includes two phases of comprehensive independent market research which cost nearly £40,000. The ongoing roll out costs should be covered in existing budgets e.g. the new brand will be adopted by Jersey Tourism from this Autumn when design begins on the new advertisements and brochures for the 2008 season. The new Tourism building will have the brand but this will be paid for within the contract at no additional cost.
Action required: The Director of Tourism and Marketing should proceed with the roll-out of the new brand.
Signatures: Senator Frank Walker Chief Minister & acting Minister for Economic Development			Date of Decision: 20 April 2007