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Visit Wales ‘Proper Holidays’ advert

Agency: Wieden + Kennedy London

Client: Visit Wales

Wieden + Kennedy London has created a new integrated campaign, ‘Proper Holidays’ for Visit Wales, breaking across the UK and Ireland.

Visit Wales believes that time off doesn’t mean flocking to the Costa Del Same As Everybody Else anymore; that fun should be spontaneous rather than organised; that countries should be explored and experienced rather than ignored from a lilo.

Nowadays, more and more people are interested in an alternative to the formulaic packaged holiday and they want a trip that puts involvement and immersion at the heart of the visitor experience.

Above all, they believe the few days of holiday we have each year should be spent having real involving experiences with lasting memories not another identikit trip with hotels and attraction the same the world over.   

W+K felt the best way to truly capture this experience was to find a real family who’d recently had an underwhelming experience on holiday and then treat them to a ‘proper holiday’ in Wales, film them and see how they reacted.

The family was recruited via ads on travel websites, local newspapers etc. In the end Visit Wales and W+K chose The Darkes, a family of five from Huddersfield, who’d recently had a duff holiday and who had both a thirst for new experiences and appeared natural and relaxed in front of camera.

The family went on a six day trip across North and mid-Wales ending up in the Brecon Beacons with a film crew in tow recording their every day experiences.

The campaign launches with a partnership between Visit Wales and Trip Advisor where a series of unbranded poll questions on the homepage ask ‘what constitutes a proper holiday?’ or ‘does a good tan equal a good holiday’ to start the debate around British attitudes to holidays.

This serves to create the context around which we want the work to be seen, to get people to re-consider what holidays mean to them, and to start to establish Wales as a very particular destination. Co-branded traffic drivers will pop up all through the Trip Advisor website to drive people to the Visit Wales site. 

In addition there will be an advertorial page on the Tripadvisor site, where consumers can watch the films and learn more about the family and their trip around Wales.  Using the natural environment of Tripadvisor, consumers will also have the chance to provide Visit Wales with information about their previous holiday experience and potentially travel to Wales and have a rewarding holiday.  

The two 40” TVCs launch alongside the website, where a map plots our family’s journey around the country, telling their stories through six two-minute web films relating to different places they have experienced.  There is also an eight minute film that tells the story in full.  There will also be extra content around each of the locations the family visited, highlighting other things to do and see and enjoy.

In conjunction with the online elements launching, an advertorial and dedicated booklet will appear in the Saturday Times.

Integrated agency, Kitcatt Nohr Alexander Shaw, has created a direct mail and email campaign to support W+K’s ‘Proper Holidays’ campaign idea. The campaign is the first work Kitcatt Nohr has completed since their appointment as Visit Wales’ direct agency in March 2010.

Kitcatt Nohr’s direct elements target two separate audiences: families and individual explorers. The direct mail piece targeting families is designed to be enjoyed by parents and children alike, with a checklist of some of the activities offered in Wales and images of some of the wildlife found in Wales for children to colour in.

"'Proper Holidays' clearly presents our point of view on what a holiday should be and Wales as the destination to experience this,” said Visit Wales Marketing Director, Roger Pride.

“Using a real family we have captured the genuine moments of joy a holiday in Wales gives.”

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