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Visit Wales ‘Holidays Unpackaged’

Agency: Wieden + Kennedy London and Partners Andrews Aldridge

Client: Visit Wales

Visit Wales has launched a new campaign to promote the country as offering a “richer experience” starring welsh comedian Rhod Gilbert.

The campaign focuses on a key step change in the way people approach their holidays these days.

Wales believes that people want a much richer experience – they want to immerse themselves in local culture and the environment, they want to get involved and learn new skills.

Gone are the days where a holiday is about being a spectator or where your 5 star hotel is the same the world over. The welsh believe they embody and offer this seismic shift in what people want out of holidays.

The integrated campaign is designed to create debate and start a new holiday movement, which Wales have coined ‘holidays unpackaged’.

The campaign includes TV, cinema and interactive activity.

The 40 sec TV spot features Gilbert showing how holidays have changed in Wales over recent years.  By using a documentary trailer style approach – we see him visiting different places of interest in Wales, and talking to real people who work in the industry along the way. 

The web films go in to more detail. In one Gilbert visits the Harbourmaster Hotel in Aberaeron and meets the owners of one of the new breed of boutique style accommodation in Wales and finds out just how hotels in Wales are creating a real sense of place.

In another, he has a raft building lesson with a group of children at the National Botanic Garden to show how families can enjoy and learn about nature in Wales.

Gilbert said: “I don't do ads as a rule, but promoting Wales was an exception. I got to fall in love all over again with parts of the country that I hadn't been to in years. It opened my eyes to just how much stuff there is to do in Wales, how many people are setting up interesting, creative and original things that I would probably never have discovered.

“Hopefully, the ads will do the same for other people as they did for me - remind them how beautiful Wales is, open their eyes to how much more there is to do nowadays, and make them want to visit again and again.”

David Stephens, marketing manager at Visit Wales, added: “We were keen to show that Wales really is at the forefront of the changes taking place in holidays. We are really excited about this new campaign which we feel conveys the message in an engaging and humorous way.”


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