Wetsuit
Visit Wales
Issue 6 | July 2008
Agency
Partners Andrews Aldridge
Creative Team
Simon Nicholls - Art Director;Dan Wright - Copywriter;Paul Snoxell - Creative Director;Andy Todd - Creative Director
Production Team
Maverick - Print Production;Ethne Gladstone - Account Executive
Other Credits
Caroline Macpherson - Account Director;Jessica Brown - Account Manager
Date
September 2007
Background
The aim of the campaign was to drive incremental visits to Wales in autumn, traditionally regarded as the ‘quiet’ tourism season. People assume there is nothing going on at that time of year in Wales and that it’s not the best period to visit.
Idea
The agency looked to tackle these perceptions of Wales head on, by positioning autumn as the peak season and dramatising the surprising abundance of things to do, not least in the sea. The mailing brought to life the fact that the water temperature is at its warmest between September and November, by revealing that you can actually wear a thinner wetsuit in autumn than you can in the summer.
The message was delivered to water sports enthusiasts on the Visit Wales database on an actual piece of wetsuit neoprene, the exact thickness of an autumn wetsuit, not only to get people thinking about a visit, but also to give them a feel for the experience.
Results
9% of recipients went on to request further information.
Target Audience
Water sports enthusiasts on the Visit Wales database.
Size
Low volume
Our Thoughts
Wales as a tourist destination? In November? It doesn't get tougher than this. But here we have a great piece of targeting (those prospects who were interested in water sports). An excellent proposition: (If you're going surfing, our water's at its warmest in September-November) and an abruptive and relevant bit of creative (a piece of wetsuit which the target would automatically recognise as being thin enough for summer). SH