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Visit Wales

The Drum's Profile Hub Round-up: From underground air balloons to dry gin to romantic Welsh getaways

By John McCarthy, Opinion Editor

Breeze Creative Design Consultants


visit wales article

October 24, 2014 | 5 min read

For your viewing pleasure, here is this week's top entries into the Drum’s Profile Hub - marking the best activity in marketing, PR and design.

First up this week is Rooster’s coverage of one man’s ‘Journey to the Centre of the Earth’ for the Croatian National Tourist Office.

The campaign focused on telling the story of a 70-year-old man who flew a hot air balloon underground in Croatia’s extensive Mamet cave network, making the first time anyone has ever used such a vehicle in such a reckless way.

Rooster used the news to promote Croatia as a great destination for active tourism and issued a press release to key national media accompanied by images and YouTube footage of the unprecedented venture. Additionally the agency shared the achievement through its social media channels.

The campaign received national coverage, in the Times, the Guardian, MailOnline, the Independent and AOL Travel.

Also added to the Hub this week was Sevenfive Creative's delivery of branding, signage and a website for ‘Celebrate MOBO’ to raise awareness that the awards are making a return to Glasgow.

Briefed with shining a light on young creatives in the music, digital and fashion industries by Scottish Enterprise, the MOBO Awards and MoirMedia, the agency delivered content which will be promoted exclusively through digital marketing and social media, to boost the brand.

Next is yet another tourism promotion campaign, this time developed for ‘Visit Wales’.

ICrossing was behind the ‘Creating Romantic Breaks’ scheme, resulting in a new set of high-quality romantic getaway pages on the Visit Wales' site. The trip suggestions were gathered from the group’s Facebook fan base.

With the addition of a month-long competition on luxury hotel site Mr and Mrs Smith, book giveaways on blogs and a competition to find the most romantic picture of Wales on Flickr, the site’s social engagement increased by 1,000 per cent.

Most notably, due to this increase in traffic, Visit Wales achieved first page rankings for the term 'romantic break' within the first four months of the campaign. They landed on the front page of a 'romantic hotels' Google search within seven months.

Cult London’s profile-boosting ‘#AgelessBeauties’ Twitter Party for Jurlique follows.

The agency was briefed with creating an event to celebrate Jurlique’s latest product range launch; Nutri-Define.

With the help of retail partner Look Fantastic, Cult London hosted a Twitter party where #AgelessBeauties discussed all things beauty, age-defying secrets and shared insider tips from Jurlique.

Top beauty influencers were sent Nutri-Define to review ahead of joining the Twitter party, beauty blogger Georgina Grogan and TV presenter Olivia Cox attended.

Links were shared to Jurlique products to answers all skin care questions on Look Fantastic and to end the party a surprise social-only discount was revealed. Ultimately, the #AgelessBeauties campaign saw a Twitter exposure of 1.5 million and a 188 per cent increase of revenue to Look Fantastic.

Finally here is a look at the design and packing created for Cotswolds Distillery's first ever Cotswolds Dry Gin.

The gin’s branding, which will see a limited release of 7,000 bottles was designed by Craig Mackinlay of Breeze Creative.

Mackinlay created the bottle and carton for the exclusive dry gin. Daniel Szor, founder of the Cotswolds Distillery, claimed he loved the “look and feel of Craig’s artwork and packaging which have "quickly become the backbone of the brand”.

That's all for this week - but to see more of the work in the Hub, click the link the check out last week’s finest entries into the Drum Profile Hub.

Signing up for a profile hub is free here.

Visit Wales

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Breeze Creative Design Consultants


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