Black Lab Films and Smorgasbord teamed up for this TV and Digital Campaign, capturing the vast and varied wonders of Wales. The creative strategy was curated for a multiplatform digital story-telling experience.

The objective of this campaign was to increase brand awareness and consideration of Wales as a complete package holiday, without the negative connotations of a ‘prescriptive package holiday’.

Central to Black Lab Films brief was a multi-platform series of story driven content capturing the ‘Welsh Experience’ that was both TV and Digital friendly – and which could maximise assets creating a powerful campaign designed for a range of touchpoints.

Primary KPI’s: 3 million video views, 3.9 million engagements, 91k unique visits to site. Secondary KPI’s: 2.4 million reach.

Approach

The overarching concept for the Year of the Outdoor campaign was based on imagining Wales as the best hotel in the world. Far from being a ‘traditional’ hotel based on a transitional experience Black Lab Films captured Wales in all it’s glory; tongue firmly in cheek. We showed the vast array of rich and rewarding experiences one can enjoy when you ‘Check In’ to Wales.

The Result

• An impressive 51% of the videos we served were watched in full, indicating that our targeting had tapped into a highly-engaged audience. And the average click-through rate for the static traffic ads was 104% higher than the lifetime account average.
• Against the main KPIs the campaign was a huge success; reaching 5.7 million unique users (+137% on forecast) and surpassing all the primary targets.
• Black Lab Films showcased how an Explorer Brand approach to Tourism can super-charge your message.