We’ve worked with Visit Wales since 2005 to change the outdated perception of Wales as an old-fashioned holiday destination. The 2010/2011 campaign showed what it felt like for a visitor to have a holiday in Wales. We found a real family, The Drakes, a family of five from Huddersfield, who’d recently had an underwhelming holiday elsewhere, and treated them to a ‘proper holiday’ in Wales, filming them throughout to see how they reacted. Alongside the TVCs, you could also visit the website, where a map plotted the family’s journey around the country, telling their story through web films and additional content showing the places they visited and the activities they experienced.