Client: Visit Wales
Agency: Kitcatt Nohr
Visit Wales, the body responsible for the promotion and development of Welsh tourism, is launching a digital and direct campaign to drive bookings for 2011.
The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.
Visit Wales briefed Kitcatt Nohr to create a campaign which would inspire holidaymakers to book their main summer holiday in Wales, in the crucial January to March 2011 booking period.
The campaign targets people who want an alternative to formulaic package holidays.
The campaign, which continues the “For Proper Holidays” strategy launched by Visit Wales last year, aims to demonstrate the variety of different types of experiences which Wales has to offer, from food and culture to beaches and mountains.
Kitcatt Nohr’s campaign includes InSkin online ads, Unruly banners on sites including Jamieoliver.com and National Geographic, advertorials on the Lonely Planet and Tripadvisor websites, a DM pack which will be sent to the Visit Wales database, and inserts in national press and magazines. T
he online ads show some of the different types of experiences available in Wales, including “fun”, “food”, “beaches” and “heritage”. Anyone clicking on the ads can sign up to receive further information from Visit Wales and enter a competition to win one of three different types of holidays in Wales (family, active or romantic) worth £1,000.
Hannah James, Campaigns Manager, UK & Ireland for Visit Wales commenting on the campaign said; “Kitcatt Nohr’s campaign brings to life the huge variety of experiences offered by a holiday in Wales. We hope it will inspire plenty of people to choose a holiday in Wales this year.”