eyefortravel.com - Travel Distribution News, Events and Analysis: Unlike many other awards, the Response Awards recognize excellence in 3 essential campaign elements – strategy, creativity and results. WTB fought off competition from household names Manchester United, British Airways, Eurostar and Virgin Trains."The campaign targeted independent travellers looking for a different experience: visitors who had been to Britain before, but hadn�t yet discovered Wales. The campaign included direct mail, magazine inserts and adverts, and was supported by innovative ambient activity in partnership with Stena Line.
On the busiest travel weekend in July 2003, passengers en route to Britain were immersed in Wales messages: Wales billboards lined the route to the ferry terminal at Hoek Van Holland, leading up to a 30 metre poster on the terminal building itself. Passengers were also given sunscreens mapping the road to Wales, and Wales-branded pillows to ease their onward journey and get them talking about Wales."
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