North Wales wanted to promote itself as a year-round destination, with a lot to offer outside of peak holiday periods.
The brief: Come up with a brilliantly simple idea and get it across to as many people as possible in a cost-effective way. Our brilliantly simple idea was a "miles of smiles" mailer, and we used direct mail as the most cost-effective way to reach a large database of families across the Midlands and the North West. We also supported it with a website and posters.
The result: The word was spread far and wide, with increased footfall in North Wales all year round.
