Visit Wales, the organization responsible for promoting Welsh tourism, has launched an innovative digital out-of-home (DOOH) campaign, as part of their latest effort to showcase Wales as an exciting travel destination this autumn. The campaign, titled “We Want Piers Bramhall,” follows Piers Bramhall and his girlfriend Emma Foley on a week-long holiday adventure in Wales throughout September.
The campaign, developed by creative agency Wieden & Kennedy, began with the couple receiving invitations from Welsh locals, suggesting various locations to visit and activities to try. The trip itself, starting on 5 September, is being filmed by production company BigBalls, with daily online video highlights capturing their journey across Wales.
Digital Out-of-Home Activation
A key element of the campaign involves DOOH displays across prominent locations in the UK, such as the London Underground and major rail stations. Digital outdoor formats, including JCDecaux’s Transvision and D6 Rail Screens, will broadcast highlights of Piers and Emma’s trip in real time. The daily video updates, managed by digital production and technology specialist Grand Visual, will be delivered through their OpenLoop platform. This platform allows for live, flexible content management across multiple UK DOOH networks, ensuring that the couple’s adventures are shared in real time with potential tourists across the country.
The campaign will run for one week on various outdoor sites, with media planning by Mediacom and out-of-home bookings through Kinetic.
Showcasing Wales as an Autumn Destination
Hannah James, a spokesperson for Visit Wales, emphasized the campaign’s aim to promote Wales as a dynamic travel destination during the autumn season. “We had the brief to communicate Wales in autumn as a really vibrant place with lots happening and an exciting option for a break this season,” said James. “The ability to live broadcast an action-packed trip that a real couple is experiencing is a great way to do this.”
By combining the adventure of a real-life couple with the flexibility of digital out-of-home technology, Visit Wales hopes to capture the attention of travelers looking for a unique and engaging holiday experience. The use of real-time updates and DOOH media ensures that the campaign reaches a broad audience, showcasing the beauty and vibrancy of Wales in an innovative way.
