Case Study: Welsh Government showcases Wales to a global audience with Orchard Media and Events Group

Welsh Government boosts digital results 1,080% with Orchard Media and Events Group

The Welsh Government partnered with Orchard Media and Events Group to leverage the national football team's first FIFA World Cup appearance in 64 years. The challenge was to create an integrated, multi-channel campaign to raise global awareness of Wales as a nation, its brand, and its values. The goal was to target key international audiences in tourism and business, challenge perceptions, and inspire both the global diaspora and local communities.

Orchard implemented a comprehensive solution that included producing hero films and music videos, managing a global PR campaign, and creating experiential activations like a large-scale event in New York's Times Square and a prominent display in Qatar. The vendor's efforts resulted in significant measurable impact, including a 1,080% increase in digital clicks versus forecasts and a 66% rise in global media interviews. Orchard successfully showcased modern Wales to an estimated global audience of five billion people.

Welsh Government