The Wales Tourist Board (Visit Wales) had been one of my clients from 2002 until 2007. In that time we produced a wide range of creative work for them, including brochures, direct mail, inserts, and press ads, for projects including a wider Activity Wales campaign. A big part of the challenge for WTB was to change perceptions of Wales. A brand approach was developed with an honest and humorous tone of voice - now part of Visit Wales’ overall brand guidelines. The new brand was applied to design work and campaigns across several media including: advertising; magazines mailed to consumer databases and inserted in national adventure sports titles; and stands at trade shows and exhibitions. Figures published in summer 2006 show that two thirds more people were coming to Wales for activity breaks than ever before.