Kitcatt Nohr Digitas

Visit Wales has launched a new campaign ‘We Want Piers Bramhall’ to encourage people to take their holidays in Wales. The campaign was created by W+K London, with direct and digital elements created by Kitcatt Nohr Digitas.   

Visit Wales believes that the few days of holiday we have each year should be spent having real, involving experiences with lasting memories, as opposed to another identikit trip with hotels and attractions the same the world over. They believe that fun should be spontaneous rather than organised; that countries should be explored and experienced rather than ignored from a lilo.

The new campaign launched on Saturday 6th August when an unsuspecting Englishman, Piers Bramhall, was woken at 8am and was 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. 

Piers was then treated, together with his girlfriend Emma and some of their friends, to a brunch cooked in his own kitchen by Welsh chef Bryn Williams. They then spent the afternoon at Twickenham to see the England v Wales match, where they enjoyed a champagne lunch and the company of some other familiar Welsh faces including Stereophonics front man, Kelly Jones, newsreader Rachael Hodges and footballer Ian Rush.

Visit Wales will be hosting Piers and Emma from 5th – 11th September for a special holiday in Wales. The duo will have a busy itinerary ahead of them – and can expect to see some more familiar Welsh faces entertaining them throughout their trip – experiences that will be shared: follow Piers’ adventures on Visit Wales’ Facebook page, created by Kitcatt Nohr Digitas

Actress Joanna Page, known for her strong Welsh patriotism, was keen to get behind the campaign: “Wales is such a beautiful country and there’s so much to do. Whether you want to take in the breath-taking scenery, have a laugh with the locals or try your hand at some out-door activities, our nation has it all! I just hope we’ve managed to demonstrate to Piers why he should come!”

Stereophonics front man Kelly Jones said: “What better way to show an Englishman how great Wales is than showcasing some of our key attributes – great singing, great rugby, great food and great people, with built in sarcasm, passion and grace. It’s God’s little green acre. If all else fails, try Wales!”

Hannah James, spokesperson for Visit Wales said of Piers’ invite: “We’re so excited the cat is finally out of the bag, and can’t wait to show Piers just how fantastic Wales is. Watch this space for more exciting developments – we have an excellent trip in store for Piers.”

Six 10” TVCs, created by W+K London, will break nationally on 25th August, amplifying further what Piers will get up to on his holiday, together will other through the line media.

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. 

Media was bought by M4C, and planned by Arena BLM.

The campaign will climax in January 2012 with a 40” TVC, created by W+K London, that will encapsulate Piers Bramhall’s Welsh holiday experience.