Visit Wales puts real family at heart of campaign

Visit Wales is launching a new campaign under the banner “Proper Holidays” featuring a real family.

The campaign focuses on “real involving experiences” and what Wales offers that differentiates it from other destinations. It pursues the theme by taking a family that had a poor experience holidaying abroad and shows them taking a break in Wales.

The family was recruited via ads on travel websites and in local newspapers. The campaign launches with a partnership between Visit Wales and Trip Advisor. This sees a series of unbranded poll questions on the latter’s homepage designed to start a debate asking “What constitutes a proper holiday?” or “Does a good tan equal a good holiday?”.

The activity has been devised by Wieden & Kennedy and is supported by a direct mail and email campaign by Kitcatt Nohr Alexander Shaw. The latter was recently appointed to the account.

The media planning and buying is being handled by Arena BLM.

Regular columnist Mark Ritson recently wrote about country branding questioning the discipline. Read the column and join the debate here and read Marketing Week’s cover feature on South Africa and country branding here.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here