London- The Visit Wales ‘We Want Piers Bramhall’ campaign, created by W+K London and Kitcatt Nohr Digitas, picked up a Gold award in the Integrated Campaign of the Year (up to £1,000,000) category at the CIMTIG Travel Marketing Awards last night.
The campaign beat work by DDB for Star Alliance and JWT for Royal Caribbean Tourism to take the top award.
The integrated campaign saw unsuspecting Englishman, Piers Bramhall, woken at 8am and invited personally by Joanna Page (of Gavin & Stacy fame) and an entourage of over 50 Welsh male choristers to take a holiday in Wales, all part of Visit Wales’ initiative to get the nation to holiday there.
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.
The campaign reached 34 million UK adults, and grew the Visit Wales Facebook community by 14,000