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PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 25
Sponsored by
Best Travel and Leisure
WINNER
ers and water sport enthusiasts. A lot of people on the Visit Wales database
Visit Wales
Direct mail, email, inserts and online display only visit once a year, in summer. Using profil-
Peak Season
were used to target the more generic audience – ing and perception research learnings, the
online environments played a key role as autumn agency identified those who would be most
Partners Andrews Aldridge
short breaks are often spontaneous and booked receptive to the idea of another visit.
online. The autumn initiative encouraged them to
Visit Wales wanted to drive new and incremental Creative executions aimed to initially intrigue think of Wales as more than a bucket and spade
visits to the country in what has traditionally been people about what they could see in Wales – things destination. Leads from inserts and online
regarded as the ‘quiet’ tourism season. that at the outset seem highly improbable – before brochure requests also helped in this respect, by
Summertime is the UK’s peak holiday season, unpacking the full story about why autumn’s the starting to address the imbalance in the current
with autumn very much seen as the poor relation. peak season. database towards older visitors.
People think that there’s nothing going on at this Water sport enthusiasts, meanwhile, were sent a The campaign delivered an ROI of £78:1 based
time of the year, that it’s not the best time to visit. piece of 3mm wetsuit neoprene, printed with the on average visitor spend in previous years. One
The agency set out to challenge this perception message that you can wear a thinner wetsuit in element achieved an outstanding 49 per cent
by positioning autumn as Wales’ ‘peak season’ and autumn than summer as the water temperature is response, particularly encouraging when his-
creatively dramatising the surprising abundance of at its warmest between September and November torically 43 per cent of respondents actually go
things to see, do and experience. in Wales. on to take a trip to Wales.
Using demographic and lifestyle data, Partners Walkers received a mail piece that focused on the
Andrews Aldridge looked to engage people likely abundance of things to see when out walking. Art director: Simon Nicholls
to be thinking about how to break up the long run in Beginning with the footpath icon, the format of the Copywriter: Dan Wright
to Christmas, without necessarily getting on a piece took readers on a ‘walk’ through Wales in Account director: Caroline Macpherson
plane. autumn. Account manager: Jessica Brown
Those people who wanted to ‘do things’ on holi- Mailing the piece out in a waterproof map case Planner: Bethan Williams
day were a prime target, along with foodies, walk- further dramatised this idea. Creative directors: Paul Snoxell, Andy Todd
Finalists
Airmiles Intercasino Transport for London
Half Ticket Dice Men Oyster iTunes
Partners Andrews Aldridge Personal Chemistry Communications
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