We held the Visit Wales account for over 4 years at PAA and in that time it won many awards in advertising and across the tourism industry.
There were always big roll outs each year working with Weiden & Kennedy too encourage new visitors. In Autumn as you can imagine it can be a challenge to persuade families and independent explorers to visit Wales in autumn.
To get people into the idea of shortbreaks and holidays, we positioned autumn in Wales as the ‘Peak Season’, dramatising the suprising abundance of things to do, see, and eat.
Wales is bursting with things to do for everyone. To give young families a taste of what they could get up to, we sent out small blocks of self-firing clay - encouraging them to make something together. Then take a trip to Wales to really let out their inner artist. The campaign was so successful we created a ‘Clay Instagram account' to allow parents and kids to show everyone else how creative they got with their blocks of clay and what fun they had in Wales.
To get more independent explorers interested in Wales in Autumn we mailed out an actual piece of 3mm neoprene wetsuit reminding them that this was the perfect time to hit the beaches and enjoy the Welsh surf. In fact the seas and swell were far warmer and better in Wales than they were in Portugal that time of year. A URL pushed them on to book a surfing break that Autumn.
Creative credits:
Art Director/design: Simon Nicholls
Copywriter: Chris King
Art Director/design: Simon Nicholls
Copywriter: Chris King