A Trip Made of People
Visit Wales - Integrated Campaign
Challenge: People had stopped considering Wales as a tourist destination. So we had to show that Wales was a great place for those looking for a great time away.
Idea: A trip made of people. Creating an online “Human Tour Guide” where locals can share their favourite hotspots around Wales.
Execution: We started with a targeted social campaign that drove people to the official website. Here you would receive vetted recommendations from influential local people, while you could also recommend your own personal highlights. We then rewarded those that contributed regularly, giving them money-off vouchers that could be used during their trip.