An audience-first approach to profiling and experiences

Client: Visit Wales

Visit Wales (VW) tasked iCrossing with launching a brand-building campaign to create long-term perceptions of Wales as a year-round destination. Aims and objectives included raising awareness of Wales as a destination for breaks in autumn and winter, driving traffic to visitwales.com and increasing visits to Wales by spotlighting key reasons to visit.

Our Audience Intelligence team carried out seasonal search and social listening to identify the two audience segments that offered the greatest potential for conversion during the autumn/winter period. We activated an influencer campaign to help achieve a core campaign objective; ‘spotlighting key reasons to visit Wales during autumn/winter’. To do this, we sought after influencers who would be best placed to highlight activities and experiences based on insight driven trending interests and demands for the season, making it more likely to convert core target audiences. After profiling a range of influencers, we reached out two of the most relevant and executed partnerships with them, sending them on bespoke trips to around Wales, to promote it as a year-round travel destination, encouraging onward traffic to VW pages. This was the first influencer campaign we ran for them since the pandemic and we received exceptional feedback from our clients: “We can’t tell you how much easier things have been this time round with the influencers. A combination of having great influencers to work with and the processes you’ve set up too.” “We got such great results and learnings from this work! Look forward to getting started on the trail influencers.”