Visit Wales surfers direct mail case study

Visit Wales wanted to increase visitor numbers during the traditionally quiet autumn and winter season.

This campaign tackled head on the perception that Wales is only a good holiday destination in the summer months by repositioning autumn as the peak season and highlighting the fact that the sea is at its warmest between September and November, making it the perfect time for surfers to visit.

The message was delivered to watersports enthusiasts on the Visit Wales database on a piece of autumn-weight wetsuit neoprene. This innovative and  targeted campaign from Partners Andrews Aldridge prompted 9% of recipients to seek further information.