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.