The judging panel for the awards consisted of Hayley Webb (Marketing, Brand and Communications Manager, Blue Islands), Lynda Relph-Knight (Independent Design Writer & Consultant), and Lavinia Culverhouse (Managing Director, Designhouse). Commenting on the award submission made by Jersey Finance, the Judges’ said:
“This was a campaign of amazing ambition with stunning results. The judges felt that there was an excellent acknowledgement of the PR issues that were tackled head on to produce positive media stories on the back of negative press. This is the epitome of a successful PR campaign. They commented that there was originality in terms of creative and that it was a strong and eye catching execution. There were clear statistics presented in terms of the value of the positive press coverage and a significant victory in the final result.”
Geoff Cook, CEO, Jersey Finance commented:
“We are delighted to accept this prestigious marketing award which acknowledges the excellent execution of Jersey Finance’s research-led PR campaign and recognises the remarkable press coverage generated in relation to ‘Jersey’s value to Britain’ report, which resulted in a final breakthrough in starting to change political attitudes.
Jersey has received criticism over the years in political circles and national media, being accused of facilitating tax evasion and abusive tax avoidance. These incorrect assumptions signalled a lack of understanding regarding the strength of Jersey’s finance industry, particularly in relation to the UK, where Jersey’s symbiotic relationship and the true nature and extent of the mutual value being created between the jurisdictions was not fully recognised. Jersey Finance’s research-led PR campaign gave rise to ‘Jersey’s value to Britain’ report, prepared by independent research firm, Capital Economics. The report, commissioned by Jersey Finance, provides the most comprehensive analysis, to date, of the relationship between Jersey’s economy and that of the UK.”