Coastline Campaign:
Plémont Appeal 10-2006

Campaign Strategy // Viral E-Marketing // Database Website // Press Advertising

The National Trust was faced with a significant challenge. The coastal headland at Plémont was threatened with residential development with a chance that consent might be granted. The Connétable of St Ouen had submitted a proposition to the States of Jersey seeking support for the public acquisition of the site and therefore there was an urgent need to demonstrate that the public of the Island wished to see Plémont permanently safeguarded. With extremely limited resources, the Trust launched The Plémont Appeal.

Viral e-marketing was used to launch an online petition as part of a broader marketing mix. Within four weeks of the launch, 10,318 signatures had been collected, £67K had been banked, the States of Jersey had agreed that it would be in the public interest to acquire the site and safeguard the Plémont headland, and the Chief Minister was willing to explore all options in order to bring this into effect. This had been achieved on a small budget cost of just over £5,000 together with the extensive support of volunteers.

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