Kim Papworth
Creative Director at Wieden + Kennedy
London, 英国
标题Go Welsh
广告战役 Wales/Cymru - Wales Tourist Board
广告主 Wales Tourist Board
品牌 Wales Tourist Board
Posted7月 2006
行业领域 目的地(国家与地点)
哲学 Rather than talk in cliched terms about what wonderful beaches, hotels and mountain bike trails Wales has to offer, the campaign conveys the experience in true, honest language, as if from the country itself. The work speaks from the heart of Wales to capture the authentic sense of the place, people and culture.
问题 We were appointed to run the Visit Wales integrated account in August 2004. Our job is to get people to reappraise Wales as a potential holiday destination and to encourage people to visit. The creative approach is different from that usually taken by the sector and seeks to promote the ‘real Wales’.
结果 The integrated campaign, which includes TV, press, DM and online has exceeded response targets by 28 % (total responses: 513,614) and has doubled unprompted awareness of Wales as a holiday destination.
媒体类别 电视
市场 英国

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