iCrossing and Visit Wales triumph at Econsultancy’s 2014 Digitals Awards

Here at iCrossing, we’re all abuzz after last night’s success – we were named winner in the Multichannel Marketing category at the Econsultancy Digitals for our Milestone Moments project with Visit Wales.

This campaign was all about reaching two very specific groups of people – pre-family explorers and active family explorers - encouraging them to consider Wales as a holiday destination and sharing the brand new Visit Wales brochure with them.

Using stacks of data, we got to grips with what made this adventurous audience tick and what their interests really were. This allowed us to identify ‘milestone moments’ in their lives – what their kids learn on holiday or where’s that guy from the office who always takes cool breaks gone this time?

We then used a variety of different platforms from Paid Social to YouTube to mummy bloggers to get in touch with them and to spread the word, using these moments as the hook. We also trialled a new Google tool called Catalogue Ads to showcase the Visit Wales brochure, which proved a huge hit.

So, what made this a winning campaign? The brochure was viewed hundreds of thousands of times – we hit 639% of our initial target here. And people weren’t just checking out the first page – on average people viewed 6 pages of the brochure. Overall, the reach for the campaign was nearly double (99%) our target.

Tom Jones, Chief Client Officer at iCrossing said: “This is an absolutely fantastic win for us. It pays testament to the hard work of the team and to a great partnership with Visit Wales. As an agency, we use data to help us really understand our clients’ audiences and to identify moments that matter to them. We then use this knowledge to make sure that we share the right content, on the right platforms and at the right time. This is exactly what we did with Visit Wales and the results show just how powerful this approach can be.”

On the night, we were also Finalists in the Travel and Tourism category for the same campaign. We retained the Visit Wales business again last year, following an extremely competitive pitch process.