Summary

Sharing Welsh export success stories with the world

Objectives

On behalf of Business Wales (the Welsh Government’s business advisory and support service), our brief was to deliver an integrated and bilingual PR and social media campaign promoting the importance of exporting for Wales as the UK transitions through Brexit:

  • Drive engagement with Business Wales export services
  • Achieve in excess of 100 pieces of coverage
  • Achieve video views in excess of 100,000
  • Achieve total clicks to Export Zone in excess of 3,000.
  • Achieve campaign reach of 250,000 on Facebook
Results
  • 118 pieces of local and national media coverage including Business Quarter Magazine, Western Mail, Wales Business Insider, Wales Online and Business News Wales
  • During the campaign, 7,417 users were directed to the Export Zone, beating our target by 147%. 5,708 of these visitors were new users.
  • Video content, including case study videos and our Dubai film, received a total of more than 118,681 views
  • 287,127 unique people on Facebook were reached
118
pieces of coverage
7,400
click-throughs
Nearly 119,000
video views
287,000
people reached on Facebook
How we did it?

On Tuesday 21st August 2018, a UK government announcement estimated that 400,000 businesses across the UK believe they could export but don’t. Using Wales as 5% of the UK figure, if attitudes are shared here, this could mean 20,000 businesses in Wales feel the same way.

With this in mind and to meet our objectives, our approach to encourage businesses across Wales to export was two-pronged:

  • Debunk myths that Welsh businesses can’t compete on the international stage- by showcasing real Welsh businesses that have acclaimed products and/or services
  • Equip this audience with the tools and advice to make dreams a reality – providing practical advice and routes to export

Our work:

  • We presented a selection of real-life examples of peers who are trading internationally – a set of ‘Export Exemplars’ – providing the export-curious with the confidence and inspiration they need

  • The ‘Exemplars’ were presented in a variety of formats including written, photographic and video and shared across traditional mediums like print but also online and on social media platforms
  • The ‘Exemplar’ videos were presented in a series of ‘hacks’ profiling the CEOs or international managers giving their top tips to companies who are thinking of exporting

  • A number of features were developed on behalf of Eluned Morgan, Minister for International Relations and the Welsh Language, to give her ownership of ‘exporting from Wales’
  • A few features were written and issued, including ‘My First Export’ telling the stories of 5 Welsh companies and the first time they exported along with ‘The thirty companies flying the flag for Wales’
  • We used national days around the world as a hook to create news story about Welsh exports, e.g. St Patrick’s Daye travelled to Dubai to film a video that showcase a number of Welsh businesses that export to the country

  • We travelled to Dubai to film a video that showcased a number of Welsh businesses that export to the country
  • A significant amount of budget was assigned to digital (and to a lesser extent print) advertising, utilised over several platforms including Facebook, Twitter, LinkedIn, Wales Business Insider and Walesonline