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The Week That Was #283… 5 peeks behind the week at Working Word


Sharing the story of the humble Welsh sock maker that has become a global name. Sunday Times discovers Gower through roads less travelled. Getting ready for the first fixtures of the FAW’s new Genero Adran Leagues. Sprinting for success with an aspiring Paralympian. Creating career opportunities for young people. 


Here's five peeks behind our week at Working Word...


1) Sharing the story of the humble Welsh sock maker that has become a global name

This week we told the story of heritage Welsh sock maker, Corgi, which has gone from kitting out local miners a century ago to becoming a global brand with loyal fans all over the world including the UK royal family.

The 128-year-old firm, which is now run by the fifth generation of the Jones family, boasts a royal warrant from the Prince of Wales and exports its products to more than 30 countries including Japan, America, Germany, and China.

It’s now planning to expand its global presence and boost its exports to account for 70% of its trade over the next 12 months.

A key aim is to expand its sales in China which has quickly established itself as a major market for the firm since it first began exporting there three years ago, now accounting for over 15% of its turnover. Corgi also aims to expand its sales in South America, after entering the continent for the first-time last year with a deal in Chile.

We secured coverage of Corgi’s story in a range of titles including Drapers, Business Live,  South Wales Guardian and in the Western Mail.


2) Sunday Times discovers Gower through roads less travelled

Last week, working alongside our client Visit Swansea Bay, we sent a journalist from the Sunday Times on a trip to preview the Gower Walking Festival and discover some of the secluded spots in beautiful Gower. The event, which takes place from 15 – 19 September 2021, features sixteen walks across many of the award-winning areas of Gower and Swansea.

We worked with Visit Swansea Bay to give the journalist a bespoke itinerary including several walks and accommodation in the heart of Gower which resulted in a full-page feature in The Sunday Times and an online article also. Read the piece here.


3) Getting ready for the first fixtures of the FAW’s new Genero Adran Leagues


We’ve spent the last few months working with the Football Association of Wales to launch its new, rebranded domestic league, the Genero Adran Leagues. As part of the campaign launch, we produced a text and graphics-led video to explain how the new league will work. Voiced by BBC Radio 1’s Sian Eleri and designed in house by our film team, the league explainer video takes viewers on a journey through each tier of the new league and how it’s structured. So as the first fixtures of the league take place on Sunday including a televised match between Cardiff Met v Swansea on S4C, give yourself a primer on how the Adran Leagues will work by giving our video a watch.


4) Sprinting for success with an aspiring Paralympian

With the Paralympics in full swing in Tokyo, it was the perfect time to tell the inspiring story of 15-year-old sprinter Tomi Robert Jones for Sport Wales’ ‘Back in the Game’ campaign. Tomi has cerebral palsy, a condition which affects his vision, movement, and overall mobility on the right side of his body. Despite this, he has been passionate about running since the age of nine and aims to one day represent his country in the Paralympics.

Tomi, his mum Wendy and long-time coach Morgan Jones spoke with BBC Radio Cymru, S4C Newyddion, and BBC Wales Today to talk about Tomi’s journey to reaching his Paralympic dreams.


5) Creating career opportunities for young people

We’ve been working with CIPD Wales to encourage Welsh employers to create opportunities for young people as part of the ‘One Million Chances’ campaign. To help counter the impact of Covid-19 on young people, the campaign calls on employers across a range of sectors to create a million opportunities – jobs, internships, work experience, apprenticeships or the Kickstart scheme – for people aged 16-30.

You can read more about the campaign and how it aligns with the Welsh Government’s Young Person’s Guarantee in HR News and Business News Wales.