The Brief
Back in 2005, the Wales Tourist Board identified the need to attract top-end tourists.
With the specific objective of achieving maximum tourism business growth for Wales, we were tasked with devising and producing a product and campaign that was stylish, contemporary, exuded quality, and included top class editorial written by people who knew the product.

The Strategy
We identified a niche in the market that we could develop. There was no single guide that dealt exclusively with the very best that Wales had to offer.
So we came up with WalesinStyle.com, a cutting edge one-stop website that carefully selected the country’s very best places to stay, places to eat and drink in and the best visitor attractions.
We also identified, recruited and secured funding from over 200 partners providing the very best tourism and hospitality products and experiences in Wales.

The Results
We didn’t just develop a website. We ended up creating a brand. The website was a big success, bringing in 15,000 visits per month and generating over £2m in extra tourism revenue for Wales by its second year alone.

So successful in fact that we were able to extend Wales in Style further and turn it into a deluxe coffee table guide that complemented the original site.  The book sold its initial print run and has helped change perceptions of Wales as a destination.