Visit Wales

In a nutshell

In January 2009, in partnership Partners Andrews Aldridge, we launched an integrated campaign for Visit Wales - 'Holidays Unpackaged'.

The campaign focuses on a key step change in the way people approach their holidays these days. Visit 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. Wales believes that 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 TV, cinema and interactive campaign was created by Darren Wright and Nicholla Longley and creatively directed by Kim Papworth. The 40” TV & cinema film demonstrates how Visit Wales understands that holidays are changing: that people are interested in an alternative to the forumulaic packaged holiday and that they want a trip that puts involvement and immersion at the heart of the visitor experience.  The TVC is the trailer for the four web films created that are hosted in a new dedicated section at www.visitwales.co.uk <http://www.visitwales.co.uk/>  and are also on YouTube and other video sharing sites.

David Stephens, Marketing Manager at Visit Wales, said: “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.”

We are part of the Wieden + Kennedy
worldwide network