THE GUARDIAN - VISIT WALES

The challenge: Show UK travellers that Wales means more than just a wet weekend in the valleys. As ever, the deadline was supremely tight on this one…

The solution: Working in partnership with Seven Publishing, we produced a series of five videos and written articles for The Guardian newspaper – supporting the ‘We Want Piers’ ATL campaign produced by Wieden + Kennedy.

While W+K’s ATL campaign saw competition winner Piers Bramhall take a tour of Wales to experience all the exciting stuff on offer, Media Ark’s presenter, Andy Shepherd, took a Welsh road-trip of his own. Along the way, he enjoyed a round of golf at Royal St David’s, a hike along the Anglesey coastal path, a cookery session in the Vale of Glamorgan and even a swim in a river (after falling off his mountain bike). Luckily for him, that bit was off camera.

The result: A Guardian micro-site featuring our bespoke content, which balanced the newspaper’s brand values and editorial credibility, while staying true to Visit Wales’s ATL campaign. We’re looking forward to seeing the stats on this one…