The Apprentice in Jersey

The Dovetail Agency‘s client, The Atlantic Hotel and Ocean Restaurant, Jersey was chosen by Lord Sugar as the final “treat” for the winning team in Series Ten of BBC1’s flagship business programme The Apprentice. 16 million viewers tuned in to one of the most exciting episodes of the season to see three candidates flown by private jet to Jersey to enjoy a bespoke gourmet experience that showcased the island’s stunning natural beauty and fresh produce, the splendid location of The Atlantic Hotel and the Michelin-starred feast prepared by Executive Head Chef, Mark Jordan.

In order to maximise exposure for both Jersey and The Atlantic Hotel and Ocean Restaurant immediately following this exceptional broadcast coverage, The Dovetail Agency embarked upon a strategic media relations campaign targeting national, trade and local media. Inviting key media to re-create the gourmet experience in Jersey the story had huge appeal as it was linked to a very popular flagship show at an exciting point in the series. The Dovetail Agency estimated the coverage achieved to be £176,850 for the client, with features in The Mail on Sunday, Sunday Telegraph, Conference and Incentive Magazine and the Jersey Evening Post and gourmet travel breaks to The Atlantic Hotel, Jersey featured in several national newspapers and websites.

The Atlantic Hotel saw an immediate uplift in bookings with 22% of guests visiting in the  following month quoting the programme as the reason for their visit. Forward bookings at the hotel for the ensuing months increased exponentially and the wider impact was felt across the island of Jersey. BA.com reported the hotel reaching the #1 spot in search for the first time since featuring; Jersey Tourism reported a 43% increase in web traffic and brochure enquiries; tour operators working with the hotel reported an immediate impact on enquiries and confirmed bookings.