A social media campaign crafting a new identity for an overlooked area of Wales, driving Google searches for the region up 27% and attracting 81% more website visitors.
Briefly

A social media campaign crafting a new identity for an overlooked area of Wales, driving Google searches for the region up 27% and attracting 81% more website visitors.
"Visit Mid Wales 's big bite was to establish an identity of its own and use to attract visitors. Wales thrives on tourism, but it's the Beacons in the south, craggy Snowdonia terrain of the north and the lush beaches of the west that have always been most known. Visit Mid Wales needed to break free from being 'the bit in the middle' so engaged S3 to help them change perceptions."
"Mid Wales Tourism's natural strength was its remoteness. Audience research told us this campaign's key audience - millennials - lust exploration and adventure; often using holidays for an insight into new cultures, habits and people. However, these urban dwellers didn't always have the time to go there. Mid Wales was remote, sparsely populated and quaint in its rural living, helping our strategists spot a gap in the tourism market - a distinct 'otherworldliness', but one that wasn't too far away..."
"S3's social media specialists planned content that would unearth the 'Real Mid Wales' and paint a picture of an unusual, untouched place. The team became content curators, being incredibly selective on what we featured, and how. We created a visual signature for all content; using expert editing processes to create an instantly-recognisable "Ah, that's Mid Wales" feel. Having such a clear vision for who we wanted to be was the true strategic power of this campaign and enabled us to achieve the social holy grail:"
Mid Wales aimed to create an independent tourist identity distinct from better-known Welsh regions by leaning into remoteness and 'otherworldliness.' Audience research identified millennials seeking exploration and cultural insight as the primary target, despite time constraints. Strategy used highly selective, curated visual content — cinematic video, drone footage, high-quality imagery and user-generated material — with a consistent visual signature to build instant recognition. A network of on-brand creators was commissioned as brand partners for content gathering. The clear, tailored social identity enabled strong positioning to attract adventurous urban holidaymakers to Mid Wales.
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