Visit Wales
We love Wales, so when we were commissioned by Visit Wales to create a campaign to promote our beautiful country, we couldn’t wait to get started.
The aim of the campaign was to encourage tourists to come to Wales during Autumn 2015, as well as reinforcing the Wales brand and demonstrating its distinctive characteristics. The specific target audiences were couples who enjoy walking, culture and heritage, and pre-family explorers seeking action-based activities such as mountain biking and horse riding.
Our job was to come up with a concept, format and creative ideas for the campaign, as well as delivering all design associated with the campaign.
We think Wales is a pretty special place, and so it deserved a special approach. We challenged the convention of using an established library of professional photography, commissioned and curated by Visit Wales, and instead proposed using Instagram shots taken by real people. Using Instagram photos from real people created an authentic, dynamic and multi-faceted perspective of Wales as a destination. It told stories in a way that standard photography couldn’t, building on the values at the heart of the Wales brand. It also introduced 2016 as Wales’ ‘Year of Adventure’.
The end result had a big impact – the direct mail campaign achieved Visit Wales’ highest DM response rate to date.
Prior to the Autumn campaign, we designed a campaign for Visit Wales to encourage families to come to Wales on a summer holiday. The concept we developed was #99miniadventures – an integrated campaign that spanned direct mail and digital channels.
