Proper Holidays

We're very proud to announce our latest work for Visit Wales - 'Proper Holidays'.

Visit Wales believes that time off doesn’t mean flocking to the Costa Del Same As Everybody Else anymore; that fun should be spontaneous rather than organised; that countries should be explored and experienced rather than ignored from a lilo. Nowadays, more and more people are interested in an alternative to the formulaic packaged holiday and they want a trip that puts involvement and immersion at the heart of the visitor experience. Above all, they believe the few days of holiday we have each year should be spent having real involving experiences with lasting memories not another identikit trip with hotels and attraction the same the world over. 

We decided that the best way to truly capture this experience was to find a real family who’d recently had an 
underwhelming experience on holiday and then treat them to a ‘proper holiday’ in Wales, film them and see how they reacted.

The family was recruited via ads on travel websites, local newspapers etc. In the end we chose The Darkes, a family of five from Huddersfield, who’d recently had a duff holiday and who had both a thirst for new experiences and appeared natural and relaxed in front of camera. The family went on a 6 day trip across North and mid-Wales ending up in the Brecon Beacons with a film crew and documentary maker Finn McGough in tow recording their every day experiences. 

The resulting content forms a ten-minute documentary, six two-minute films, and two 40" TV films. All the content is housed in an interactive map where visitors can explore the destinations, create their own holiday itineraries, and click through to book.

Enjoy.