Inside the making of a multi-channel tourism campaign
We’re proud to bring a major new campaign to life for Southern Wales Tourism - an ambitious, video-first content project designed to promote the region’s beauty, culture and character to the group travel trade and overseas tour operators across multiple channels.
The campaign is now live and running, with a full suite of bilingual video assets rolling out across LinkedIn and YouTube - designed to inspire tourism and highlight some of the most captivating locations Southern Wales has to offer.
We’ve also just published a full case study on the work (including mockups and clips galore), but here on the blog we wanted to share something a little different: a behind-the-scenes look at how we delivered an end-to-end content campaign, from early discovery through to publishing and audience development.
Let’s get into it…
Discovery first: Aligning place, purpose & audience
Before a single frame of footage was shot, we kicked things off with workshops and strategic discovery sessions to map out exactly what the campaign needed to achieve.
This meant getting clear on the audiences Southern Wales wanted to reach, the types of stories and themes that would resonate, and how content could flow across different platforms and formats. It also meant digging into location choices - and what best reflected the identity of the region and could support strong storytelling.
These insights gave us a framework we could carry all the way through - from scripting, to filming, to final edits. Strong campaigns don’t start in the edit - they start in the strategy.
Shooting with structure, planning for flexibility
Over the course of the project, we filmed at six standout locations across Southern Wales, each with their own visual character and story to tell, told by the passionate venue managers and owners at the heart of them.
We worked from a detailed shoot plan built around our intended outputs. We knew in advance which assets would be needed for which platform, and that shaped everything from camera setups to audio capture and even time of day.
Of course, filming in the real world always brings surprises - weather, light, access - but our structured approach meant we could adapt with confidence.
Which meant we could handle any rain - or wandering sheep - thrown our way 😎
Multi-platform edits to make content travel 🚂
One video doesn’t fit all platforms - so from the outset, we designed our edits to live in a true content ecosystem.
Each film was cut into multiple versions for different placements: YouTube formats, mobile-optimised cuts for LinkedIn, Welsh and English language variants, and social-first edits with burnt-on captions. We also tailored runtimes, aspect ratios and visual pacing to suit where and how people would watch.
For anyone planning a campaign like this, it’s worth remembering that clever editing multiplies the value of your footage. One filming session can deliver reams of channel-specific content if you plan it well!
Collateral that supports the content
Beyond the videos themselves, we delivered all the surrounding content and collateral needed to make the campaign work effectively.
That meant writing YouTube descriptions and transcripts, crafting LinkedIn captions, designing thumbnails and campaign graphics, and building the campaign’s landing page on the Southern Wales website.
We think of these as the “invisible assets” of a campaign: the things you don’t always notice, but that make the difference between something simply looking nice and something truly performing.
Campaign rollout with end-to-end control
We pressed publish at the end of April, and the campaign is currently live and ongoing - dun, dun, duuun!
We’re managing the full LinkedIn rollout, including scheduling, budget management, and ongoing audience development. We’ll be back with the full results - but already, the content is reaching new audiences and showcasing some of Southern Wales’s best gems for group travel in a compelling, contemporary way.
Watch the hero video ft. all 6 experiences 👇
