C/O Cymru Collective (agencies Livingston + Lloyd, Orchard, iCrossing, Weber Shandwick)

Client: Visit Wales

Addo is about showing we care – a strong campaign that unifies many stakeholders, balancing the need to encourage safe tourism, support livelihoods and the importance of these jobs to local economies, whilst protecting public health and reassuring communities during the pandemic.

Our research showed that audiences were looking for confident reassurance around the reopening of the sector, with careful, responsible and empathetic communications. Addo is about us working together, making a collective promise to care for each other and to care for Wales. Our communications bring this concept of Wales as a caring nation to life. Asking people to make a promise is an engaging way for citizens and visitors to invest emotionally in Wales and to show that they care too. Through local voices in stunning settings, the Addo ‘Promise’ campaign shows visitors how to act with care, asks them to sign the pledge and thanks them for doing so. With audience-first digital creative and paid strategy, we continuously optimise our digital advertising campaign to create an emotional connection that compels audiences to give back. Which they do and have done to date, in their thousands.