Edge of Love in Wales

for Visit Wales 10/07/2008

Challenge
Using the leverage of ‘the edge of love' film to secure maximum coverage to attract tourism to Wales.

Solution
An integrated media relations campaign combining national newspaper travel features, online and radio interviews and celebrity ties.

Results
Using celebrity links with stylish film stars such as Kiera Knightley and Sienna Miller alongside film location hotspots bgb successfully positioned Wales as a destination able to offer a new era of accommodation and to make the UK a fashionable break once more, with coverage both on and off the travel pages.

All media channels were explored, exploiting maximum coverage and celebrity links yet without incurring any of the associated costs of their time and direct engagement.

The campaign resulted in features leading with titles and comments including:
• ‘Why Cymru is the new cool' - Grazia
• ‘Summer 2008 is all about Wales' - Telegraph Stella Magazine
• ‘A revolution is going on in the Valleys - a style revolution, with hip, designer hotels opening across Wales like never before' - Sunday Times

The campaign has recently won a silver award for ‘The best PR strategic campaign' at The Chartered Institute of Travel Marketing PR Awards.