Compass

Background

The aim of the campaign was to target walking enthusiasts already on the Visit Wales database in order to drive incremental visits to the Principality. They have probably holidayed in Wales in the summertime and are more likely to consider an autumn walking trip. However, they probably don’t think this is the best time to visit Wales and, if they are looking for an autumn break, almost certainly look elsewhere.

Idea

The agency set out to challenge preconceptions by dramatising how Wales in autumn gives you the freedom to be spontaneous. An actual orienteering compass was sent to people on the database who had responded to a generic mailing before, and indicated that they were interested in walking.

The exact compass bearing and distance to the start of the walk from the recipient’s postcode was digitally printed on each individual mailing, creating a personalised pack. The compass was attached to the front, and the recipients were directed to one of three web pages, each detailing a favourite walk. The web page they were directed to was dependent upon their proximity to the start of one of the walks.

Results

43% of respondents visited the website (39 out of 90), and 22% entered their details to go through to specific walk pages.

Our Thoughts

One of my frustrations in DM is that clients often buy data first and creative work second. If it’s data (and common sense) that suggests Visit Wales should be talking to hardy ramblers and hikers rather than sybaritic beach-lovers, then there’s a chance that’s all they might want to pay for. When clients spend just a bit of money on the mailings themselves, then they almost always get better results. So full credit to the Welsh. They could easily have insisted on a leaflet from the agency but instead went the extra mile. I hope they are rewarded for it.