Helping Wales Celebrate St. David's Day

Client: The Welsh Government

After a year of lockdowns, St David’s Day was a key opportunity to promote Wales again, building on previous campaigns in UK and Germany, while raising the profile in less exposed markets like Italy and France. The challenge was also a physical one: How to paint a positive picture of Wales from a cultural perspective, when events and festivals, restaurants etc were all closed or not experiencing a peak period. iCrossing answered this by advising Wales to keep to a purely digital programme of entertainment.