Wieden+Kennedy London, Kitcatt Nohr Digitas and Arena media won gold for the 'We Want Piers Bramhall' campaign.

The key message was simple: ‘Wales – For Proper Holidays’.

To build credible advocacy and inquiries, a member of the public – Piers Bramhall – was invited to visit Wales by Joanna Page and a male choir. The aim was to show him what a proper holiday was while following his every move.

The campaign focused on user-generated content, including over 100 pieces of content produced pre-trip heroing Welsh people inviting him to make the visit. The platform was Facebook, a online hub where films could be liked, shared and posted, while digital out – of – home screens broadcast daily reports on Piers’ welcome to different regions. Radio competition prizes mirrored his experience and online banners, DM and inserts drove online conversations.

The campaign reached 34 million UK adults, with the Visit Wales Facebook community growing by 14,000.196 pieces of AV content were produced in total and over 3m Londoners saw the week-long daily update. A true legacy for future visitors to Wales looking to follow Piers' footsteps and travel even further around the country.

The travel Marketing Awards 2012Judged by some of the leading lights in the travel, creative and marketing industries, the Awards are a must for any agency or marketing department serving the travel sector to strive for.

For more information regarding the awards please visit their website:

http://www.thetravelmarketingawards.com/awards.html

This big week in the world of awards continued for WK London last night. Fresh from the BTAAs, it was off to the Park Lane Intercontinental for the CIMTIG Travel Marketing Awards. We awaited the awarding of the gong with green-cubed flashing lights in our cocktails and listening to the 'dulcet' Irish tones of Patrick Kielty. There was a hefty number of prizes to get through. 25 to be precise. But after all of those, 3 courses and few bottles of beverage, it was time to announce the big one:
The Integrated Campaign of the Year up to £1m.
With 4 other submissions in our category the competition was stiff. But we came out on top. The GOLD award (one of only 3 on the night) was soon safely in the hands of Visit Wales.

Whilst our agency team was a few men down we had the pleasure of Piers Bramhall's company on the night. It felt right to have the man who had fronted it all to be there working the room. A huge diolch goes out to everyone in the agency who worked on it. As well as our friends at KitCattNohrDigitas and Arena Media. And of course our lovely Welsh clients who put their trust in us to make this multi-layered, brilliantly ambitious idea come to life.

Here we are, just before it all kicked off on the dance floor.