Engage with one of Visit Wales' toughest audiences - young families on a cold mailing list – and get them excited about coming to Wales to take a creative course, find a new passion or try something different.
The holidays Visit Wales wanted to tell people about are very hands on. So the pack was too. Families were sent blocks of clay to play with and make something together. Then once we'd whetted their creative appetites, they could follow a URL to find child-friendly classes and workshops on the Visit Wales website.
Despite going to a difficult-to-reach audience, the pack had a healthy 12% response rate. Just as important though, was the quality of the response: people really loved it. Which meant we turned cold prospects into brand advocates – and that's one of the best results you can ever hope to get.