Wieden + Kennedy London took an unsuspecting Englishman and made him the face of Welsh Tourism in a new campaign for Visit Wales.
The stunt began on Saturday 6th August, when Piers Bramhall was woken at 8am by Gavin & Stacy actress Joanna Page and a Welsh male choir inviting him to take a holiday in Wales. Bramhall had been chose following a casting of over 300 real-life women who were fed up with their men opting for the same summer holiday each year. The effort weeded out his girlfriend, Emma Foley, who got to join in on the fun.
After being treated to a brunch cooked by Welsh chef Bryn Williams, Bramhall and his girlfriend spent the afternoon watching England play Wales at rugby at Twickenham and meeting Welsh celebrities including Stereophonics front man Kelly Jones, newsreader Rachael Hodges and footballer Ian Rush.
From 5th to 11th September the couple will be treated to a holiday in Wales and their adventures will be recorded at the Visit Wales Facebook page and in a series of TV commercials. This will culminate in January 2012 with a 40 second spot that will encapsulate Piers Bramhall's Welsh holiday experience.
Also for the Facebook site, the agency created online films highlighting local Wales businesses and anyone can upload invitations with their own reasons why the couple should visit. Kitcatt Nohr Digitas was responsible for the direct and digital elements of the campaign.