Visit Wales: Give us a romantic break

iCrossing

The team

Lucy Hancock, Trisha Brandon, Jeremy Head, Claire Eden, Dan Adam, Jon Munro, Craig Goodwin, Amy Cromwell, Ceri Thomas.

How did the campaign make a difference?

Highly relevant and shareable content was combined with a well optimised and designed landing page to drive traffic to Visit Wales. Reaching out to carefully chosen partners encouraged further sharing.

What details of the strategy make this a winning entry?

Wales is known for breathtaking scenery and activities in the great outdoors, but less so for its wealth of boutique hotels and romantic hideaways. Visit Wales wanted to build awareness in this sector and drive traffic to their site. Initial search term research identified popular terms in the romantic breaks sector. These were used as part of a competitor analysis to determine the feasibility of gaining visibility. Content was adjusted to help cover a wider range of terms, and some headings and internal links were tweaked to cover more popular search terms. The campaign also needed to engage the 200,000 existing Facebook fans, give them ownership of the content and generate buzz. Fans’ Top Ten romantic hotels formed the basis for the website's Romantic Hotel page. As scenery also plays a key role, a Flickr competition was created.

How did creativity bring the strategy to life?