The Award, for "Integrated Campaign of the Year - up to £1 million", was given to the TV, online and billboard campaign which sees an ordinary guy stuck in a holiday rut brought to Wales for a proper holiday.
Judges said that the winning campaign embodies “what we look for in these Awards, which is that balance between imagination, marketing excellence and commercial benefit”. The campaign reached 34 million UK adults and grew the Visit Wales Facebook community by 14,000. 196 pieces of video content were produced and over 3 million Londoners saw the week-long daily update.
Minister for Business, Enterprise Science and Technology Edwina Hart said,
“I congratulate the team on this well deserved award. Over 6.2 million people from around the world chose Wales as their holiday destination in 2010 and this campaign shows exactly why."
Jonathan Jones from Visit Wales said,
“In the summer of 2011 we went on an important quest - to find an ordinary guy stuck in a holiday rut and to bring him to Wales. That ordinary guy was Piers Bramhall. We turned up on his London doorstep and with the help of a Welsh Male Voice Choir led by Gavin and Stacey actress Joanna Page and the accepted our invitation to try a different kind of holiday - a proper one.
“Four weeks later, accompanied by a support crew filming, facebooking and tweeting throughout, his journey began. As a VIP guest of Wales, Piers traversed a wiggly line through the heart of Wales and did all sorts of weird and wonderful things; whisky tasting, surfing lessons, mountain biking, playing golf on the 2010 Ryder Cup course and camping in a bell tent to name but a few.
“We’ve been blown away by the public’s response to this campaign and are delighted that the judges of this prestigious award also loved this campaign.”
The other companies nominated in the category were Royal Caribbean International Cruises, the Star Alliance airline network which includes airlines United, SAS, Air New Zealand and Lufthansa and Visit Manchester.