| Titre | Mud (subtitles) |
| Agence | Wieden+Kennedy |
| Campagne | Wales/Cymru - Wales Tourist Board |
| Annonceur | Wales Tourist Board |
| Marque | Wales Tourist Board |
| Mise en ligne | Février 2005 |
| Secteur d'activité | Destinations (Pays & Lieux) |
| Philosophie | Rather than talk in cliched terms about what wonderful beaches, hotels and mountain bike trails Wales has to offer, the campaign conveys the experience in true, honest language, as if from the country itself. The work speaks from the heart of Wales to capture the authentic sense of the place, people and culture. |
| Problème | We were appointed to run the Visit Wales integrated account in August 2004. Our job is to get people to reappraise Wales as a potential holiday destination and to encourage people to visit. The creative approach is different from that usually taken by the sector and seeks to promote the real Wales. |
| Résultat | The integrated campaign, which includes TV, press, DM and online has exceeded response targets by 28 % (total responses: 513,614) and has doubled unprompted awareness of Wales as a holiday destination. |
| Type de média | Télévision |
| Longueur | |
| Marché | Royaume-Uni |
| Directeur de création | Kim Papworth |
| Directeur de création | Tony Davidson |
| Directeur artistique | Matt Gooden |
| Concepteur / rédacteur | Ben Walker |
| Réalisateur | Steven Hudson |
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