Summary

Bringing Wales to life for audiences around the world by delivering creative multi-channel content from a diverse content collective of influencers and storytellers.

Objectives
  • Increase content exposure and engagement in targeted regions, such as England, North America, and Canada
  • Receive over 1m video views, 5,000 shares and 30,000 likes, comments and shares for our video content
  • To raise social media following by at least 20% per channel.
  • To conceptualise and create over 70 pieces of written content, applying seasonal themes to showcase Wales to the world.
  • Develop creative strategies and content for tradeandinvest.wales - the official Welsh Government Foreign Direct Investment marketing initiative for Wales.
Results
1.4m
video views
747,000
views on 1 video
Over 66,000
video likes, comments and shares
54%
follower increase on Instagram in 1 year
How we did it?

Visit Wales tasked us with creating a range of distinctive, quintessentially Welsh, multi-channel content to showcase Wales to the world. We worked closely with Visit Wales in monthly creative planning sessions, to discuss topical content and future trends, resulting in seasonal, thematic quarterly plans consisting of 3-4 video ideas and 15-20 written content pieces, as well as content designed specifically for use on social media channels.

At the outset we set out to combine the professionalism, experience and commitment to delivery of one of Wales’ most creative agencies of storytellers, while unlocking the potential of a range of content creators based across Wales. Our content collective was made up of influencers in things Wales is brilliant at - adventuring, exploring, family breaks, culture, sport, start-ups, entrepreneurs, tech and business. Our aim was to create exciting content (videos, animations, illustrations, short form content, listicles to long reads) that catch audiences’ interest and make them stop scrolling, read, bookmark and share.

Our carefully curated content collective represents all that Wales has to be proud of. So for example, when writing an article about ‘Cwtch is the new Hygge’, we enlisted Reena Simon, the Welsh ‘Hygge for Home’ blogger who boasts 190,000 Instagram followers. And when commissioning a visual poem video to promote the Year of the Sea, we got Wales’ national poet Ifor ap Glyn to pen an exclusive poem just for us. And when we wanted to film a video to promote the opening of Tiger Bay the Musical? We recruited Cardiff Bay historian, Neil Sinclair.

In addition to all of the above, we also worked on a series of Instagram Stories for the well followed Visit Wales Instagram account. This project took us all over Wales capturing and editing informal content at sites and attractions that Visit Wales wanted to promote to their audiences. These included Brecon Mountain Railway, Llanelli Wetlands Centre, Royal Welsh Winter Fair, Elan Valley, Henrhydd and Nant Llech Falls, Bluestone’s Kingdom of the Elves and much more.