Clay - Partners Andrews Aldridge

Background

There’s loads of fun, creative stuff to do in Wales. All over the country, you’ll find courses, classes and workshops that can enrich a holiday - or can even be a holiday in themselves. Problem is, people don’t often know about them. So the brief was to connect with the more adventurous types on the mailing list and get them and their children interested in coming to Wales for a more engaging holiday experience.

Idea

The insight that drove the campaign was a simple one: people aren’t happy with a holiday full of ‘doing nothing’ anymore. They want to do everything. Try stuff. Learn stuff. Make stuff.

So the work had to spark imaginations. Let people know that Wales is full of creative activities. Then show them how to find them.

The types of holidays Visit Wales wanted to tell people about are very hands on. So the pack is too. Recipients received a block of clay to play with, to give to their kids, and make something together. The pack built on this fun moment, explaining that to really let out your inner-artist, or learn something new, a course in Wales is the way to go. Then with a deep linking URL, it directed families straight to a specialised section of the Visit Wales website. There, they could find as much information as they needed to get booking.

Results

Ongoing campaign.

Our Thoughts

Would a piece like this make me sit down with the kids and have a play? Absolutely. Would it make me think about buggering off to visit sunny Wales? Potentially. If I lived in England and it wasn’t a million miles away. What’s for certain is that it would make me think of Wales each time I looked at what we had created and think that Wales is a place where you can do cool, interesting stuff. And that’s got to be a great result. (I just have to wipe my visit to Port Talbot out of my mind first.)