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Wieden+Kennedy Visit Wales

Visit Wales campaign launched by Kitcatt Nohr Digitas and W+K London

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By The Drum Team, Editorial

August 10, 2011 | 3 min read

Wieden & Kennedy and Kitcatt Nohr Digitas have launched an advertising campaign for Visit Wales, featuring Joanna Page, which will climax in January next year.

Kitcatt Nohr Digitas announced today that the campaign began on Saturday when ‘unsuspecting Englishman’ Piers Bramhall was woken at 8am and invited personally by actress Joanna Page and an entourage of over 50 Welsh male choristers to take a holiday in Wales, as part of Visit Wales’ initiative to get the nation to holiday there.

Piers, his girlfriend Emma and some of their friends were treated to a brunch cooked in his own kitchen by Welsh chef Bryn Williams, before spending the afternoon at Twickenham to see the England v Wales match, where they enjoyed a champagne lunch and the company of some other familiar Welsh faces including Stereophonics front man, Kelly Jones, newsreader Rachael Hodges and footballer Ian Rush.

Visit Wales will be hosting Piers and Emma from 5 – 11 September for a special holiday in Wales, during which time they will meet more Welsh celebrities. His exploits will be revealed on the Visit Wales Facebook page, which has been created by Kitcatt Nohr Digitas.

Hannah James, spokesperson for Visit Wales, said: “We’re so excited the cat is finally out of the bag, and can’t wait to show Piers just how fantastic Wales is. Watch this space for more exciting developments – we have an excellent trip in store for Piers.”

Joanna Page said: “Wales is such a beautiful country and there’s so much to do. Whether you want to take in the breath-taking scenery, have a laugh with the locals or try your hand at some out-door activities, our nation has it all! I just hope we’ve managed to demonstrate to Piers why he should come!”

Six 10” TVCs, created by W+K London, will break nationally on 25th August, amplifying further what Piers will get up to on his holiday, together will other through the line media.

Kitcatt Nohr Digitas was responsible for the direct and digital elements of the campaign, including the creation of the Facebook hub, direct mail pieces, inserts, rich media and standard banners and emails to the Visit Wales database.

Media was planned by Arena BLM, and bought by mc4.

Wieden+Kennedy Visit Wales

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